What is IIEX North America?

IIEX North America is the leading event for insights, market research innovation, and analytics professionals in the region. 

Hosted by Greenbook, it brings together practitioners, brand leaders, technology builders, and researchers to explore breakthrough ideas, methodologies, and emerging technologies shaping the future of insights.

IIEX is an acronym for the Insight Innovation Exchange; attendees come to learn and to share, exchanging ideas, solutions, and knowledge throughout the event.

This event programming emphasizes actionable learning, not just inspiration, with a focus on real business impact and real-world methods. 

Who should attend IIEX North America?

The event is great for:

• Brand-side insights & research teams
  
  

• Supplier-side market research and technology professionals
  
  

• Product and UX teams, CX professionals, and strategy leaders
  
  

• Analytics, data science, and innovation practitioners
  
  

• Startup founders and innovators in insights tech

Whether you’re deep into methodology or newer to insights roles, there’s something for everyone!

 

What makes IIEX different from other conferences?

“At IIEX, we see a unique energy from attendees,” says Karen Lynch, Greenbook’s Head of Content, “a drive not just to learn, but to evolve. It’s a gathering of professionals who recognize that staying ahead in our industry requires a commitment to continuous growth. Whether it’s mastering a new methodology or scaling a startup, the people you meet here are focused on turning knowledge into a competitive advantage. We’ve designed this experience to fuel that ambition."

It’s true. IIEX stands out because it’s:

• Tech-forward, exploring the future of insights and research innovation

• Practitioner-focused, grounded in case studies and field applications

• Community-centric, with networking built into the schedule

• Broad yet deep, with more than 120 sessions covering a diverse blend of topics.

• Fast-paced and high-impact: Our 20-minute, TED-style sessions are intentionally designed to keep energy high and ideas flowing

Additionally, expect access to conversations that go beyond slides through our unique private-meeting program, enabling guests to effortlessly schedule one-on-one networking sessions and group conversations.

What should I expect on my first day?

Our opening session will review housekeeping details (e.g., how to use the event app, how to ask questions during sessions, where lunch is served, which exhibits are sponsoring happy hours, etc.)

Your first day will likely include:

• A mix of big-picture plenary sessions, akin to keynotes, and practical breakout sessions
  
  

• Session covering topics like the Human-AI collaboration, quality data collection, UI and UX research, behavioral insights, and always methodological innovation
  
  

• Opportunities to build your own agenda using the conference app’s built-in tools.

Remember: You don’t need to attend every session — it’s better to focus on the ones aligned with your goals.

Outside of our content, we feature pop-up activities on the exhibition floor to allow you to have a multi-faceted event experience. Past year’s pop-ups across our global events included maker labs for passport holders, baseball caps, calligraphy notecards, and oil diffusers, to name a few.

We always bring in a headshot photograph as well, for complimentary sessions; headshots are then shared after the event, in a gallery with a free download option.

Finally, one of our respected sponsors typically hosts a party off-site for all attendees on the evening of Day 1, allowing even first time attendees the opportunity to socialize with some of their new connections and colleagues.

How do I choose which sessions to attend?

With so many tracks, an agenda strategy helps you make intentional choices.

Choose sessions by the challenge or goal you care about, not just by title. On our agenda, we tag each session so you can easily pull the topics you are most interested in. Some popular tags include: 

• AI-Driven Research, Research Automation, or Research Technology (ResTech)

• UX Research Innovations or Mixed Methods

• Brand & Growth Strategy, Stakeholder Engagement, or The Future of Work

• Ethics, Privacy & Trust or Responsible AI

• Behavioral Science, Trends & Culture, or Leadership & Talent

Is IIEX good for networking if I’m new?

Yes! Community interaction is a core part of the culture and networking is woven into the IIEX experience:

• Networking breaks each morning and afternoon allow plenty of time to chat with fellow attendees, speakers, and exhibitors

• There’s an event app that supports one-on-one and small group connections

• Lunch is on-site and “on us” and newcomers are encouraged to join any table with an empty seat and introduce themselves to other members of the community

First-timers are often surprised by how easy it is to connect when everyone shares a passion for insights. 

What should I prepare before I arrive?

You don’t need to be “conference ready” — but it helps to bring:

• Your goals for the event (what problems you want help solving)

• Notes on current projects or pain points

• A flexible mindset to explore sessions, people, and ideas you hadn’t planned for

Comfortable shoes help too because there’s a lot of walking and talking!

Insider Tips for First-Timers

• Use the community tab in the event app to connect with people before you arrive, maybe even suggesting a meet-up at the coffee bar on the morning of Day 1

• Talk to speakers after the sessions, asking questions you didn’t think to ask publicly, and getting all you can out of the content they bring to the stage

• Sit next to someone new in every session, attend content across all the different stages, and visit every booth to see what’s new in the industry and how insights is moving into the future

Connections often spark in those conversations, not just while someone is speaking on the stage.

"In the opening session of each IIEX event, I share my three wishes for each attendee," explains Karen Lynch. “That they leave the conference with a solution to a challenge they are experiencing, a fresh perspective on a project or a new idea to implement back home, and a brand-new contact in their network. If they hit that trifecta, they’ve truly experienced the magic of IIEX."

Final Thought

IIEX North America is more than a conference: it’s a community where ideas become action. If this is your first IIEX, you’re stepping into a space designed to advance your thinking and your work. We are thrilled to have you with us, and want to welcome you to the front lines of the future of insights.