Where Insights Professionals Compare Notes

Welcome Remarks

Join Karen and Margaret as they kick off IIEX West with a warm welcome! They’ll share everything you need to know to make the most of your time at the event.

Beyond the Title: Building Bridges Across Insights

Insights has become increasingly specialized, with different disciplines developing their own methods, languages, and organizational homes. Yet the problems we ...

Research & Insights in the AI Era

Naomi Heckroth, who leads global research and insights across Android ecosystem marketing at Google, joins Alfred Wahlforss, cofounder and CEO of Listen Labs, f...

Speaking of the Future . . .

Andrew Embry, Eli Lilly's leader of Global Insights Innovation Capabilities and AI initiatives, shares his thoughts about audacity, creativity and inventing the...

Operationalizing Judgment in the AI Era: A Framework

AI adoption introduces two risks to insights organizations: the Productivity Alibi, which lets output quality erode while dashboards look fine, and cognitive fo...

Everybody Uses AI. Nobody Trusts It.

AI adoption is exploding and is already reshaping how we shop, eat, travel, and work. But trust is cratering, and here's the twist: the people adopting fastest,...

Quant Methods, Qual Depth: What Happens When MaxDiff Can Ask

MaxDiff reliably shows what people prioritize, but stops short of explaining the choices behind the ranking. At Conveo we run MaxDiff through AI-moderated inter...

What Happens After You Win? Five Years of Insight Innovation

Winning the Insight Innovation Competition is a moment; building what comes next is a much longer journey. Bringing together five consecutive IIEX North America...

Five Proof Points: How Clorox Embraced AI Packaging Research, One Step at ...

DIY screening tools have earned their place in packaging research. But as insight teams look for more convenient, service-based alternatives, a key question re...

Insight Innovation Competition

Don’t miss the 2026 Greenbook Insight Innovation Competition at West, where five finalists—Enlightn, Datacy, Priceagent, TestCart AI and EXPLNERS—will take the ...

Measuring What Makes an Experience Magical: Uber’s MagUX Framework and the...

What makes a digital experience feel magical—and how can teams measure it at scale? Franklyn Graham, Ph.D., will share how Uber developed MagUX, a research-back...

Attention as Foresight: From Next Word to Next World

How do you predict what a trend will mean, and for whom, before the group holding it even exists? We tracked one signifier, 'raw', through 278 Nextatlas outcome...

What's a Researcher's Job Now?

AI has made data abundant and accessible to everyone. But data isn't insight. This talk explores the researcher's evolving role in an AI-enabled world; taking d...

Research Belongs In the Room, Not the Repository

Most insights teams have a repository full of answers people forget and a queue full of questions nobody has time for. NETGEAR built an AI research librarian th...

Navigating the Journey to Always-On Insights

Organizations have invested years in research, yet new questions still often start from scratch. In this fireside chat, Lev Mazin and Glenn Fleischman explore t...

DEMO: MaxDiff and Pricing Studies That Ask Why

Following the fireside chat with Netflix, we’ll run the methods live in Conveo. See MaxDiff, Gabor-Granger and Van Westendorp inside AI-moderated video intervie...

The Cultural Cheat Code: Spotting Change Before it Scales

Consumer behavior is the output. Culture is the operating system. This session explores the invisible forces that shape our decisions every day and how trends r...

Strategic Chef, Short Order Kitchen: Staying Strategic When

Faster research was meant to make insights more strategic. For a lot of teams, it's done the opposite: more studies, less thinking, fewer seats at the table. An...

How to Evaluate Sample in an AI-Driven Research Ecosystem

Most researchers receive “clean” datasets but rarely examine how they were built or the ecosystem behind them. Drawing on experience from both the sample suppli...

Who Really Answers Our Surveys? Meet the Survivors

Two of three people who start a survey get terminated, and the pay is often around $2.50 an hour. Most people quit. Yet many who stay are exactly who we need. W...

The Science of User Behaviors

Explore the powerful intersection of behavioral science and UX design. This session unpacks key psychological mechanisms—choice architecture, anchoring, loss av...

The Say-Do Gap Is on Camera

This session introduces a rigorous mixed-method approach that pairs analysis of existing surveillance footage with in-depth qualitative interviews. Drawing on u...

From Insight to Influence: The Challenger Mindset

Great research doesn’t automatically lead to great decisions. The real challenge—and opportunity—for insights leaders is turning what we know about consumers in...

Motherhood: The Ultimate Consumer Pivot

The transition to motherhood marks the creation of the apex consumer: mom is driving household purchase decisions across every major consumer category, but with...

Human Evals in the AI Age

AI development benefits from real users' feedback captured via natural experiences.  Human Evals are delivering quantitative and qualitative rigor, at the speed...

From Instinct to 2x Growth: A Consumer-Led Transformation

No insights team, no tracking data, no big budget. One year later: insights sat at the board table, reshaping portfolio, value-based pricing and channel strateg...

Real People, Real Insight: Beyond the Demographic Box

The best consumer insight has always come from real people, not the profiles we build around them. But knowing what people think only matters if you find out in...

Beyond the Hype: A Practical Framework for AI Moderation

AI moderation is evolving rapidly, but not all approaches are designed to achieve the same outcomes. Based on an independent research-on-research initiative, th...

Lost in Translation: How Behavioral AI Turns Insight Into Activation

Most research AI makes you faster at producing insights brand will misread anyway. Behavioral AI does something different: it learns how your customers actually...

The Innovation Engine: How to Build an AI Incubator

Most enterprise AI projects end up trapped in pilot purgatory. Turning bold concepts into scalable ROI demands a repeatable innovation engine. This talk unpacks...

Welcome Remarks

Join Karen and Margaret as they kick off Day 2 of IIEX West! They'll recap event highlights and give you a sneak peek at what’s in store for the rest of the eve...

The Build: Inside an AI-Native Insights Function

A field report on building an AI-native research function from scratch: hiring curious, pragmatic minds, an operating model for scale and democratization, an AI...

Unlocking Emotional Barriers to Build Consumer Confidence

Period care is a sensitive subject, which makes in-depth consumer insights hard to come by. That's why The Flex Company partnered with Knit, the AI-Native Resea...

When Market Research Met UXR: The Unlikely Romance of the Research World

When research teams operate in silos, the business gets a fragmented view of the customer: one team sees behavior, another sees attitudes, another sees experien...

Insight Innovation Competition: Presentation of Awards

Do We Still Need the Research Report?

The report remains essential, but stakeholders may not return to it when a decision needs to be made. Increasingly, they will converse with research through AI....

Next Level AI - Narrowing the Say-Do Gap

While the focus of genAI in the past few years has been in efficiencies 'behind-the-scenes' for researchers, there are many opportunities to expand AI to the co...

Research That Counts: Carbon-Conscious Insights Practices

How do insights teams credibly research climate and sustainability without measuring their own carbon footprint? Learn a practical framework for auditing resear...

How Cargill Uncovered Consumer Truth from Social Videos

Pet parents reveal needs in social videos that traditional research may not always surface. Cargill combined social video intelligence with consumer research to...

Synthetic Personas: Always-On Buyer Insights

Synthetic research is one of the most consequential shifts in market research, and one of the most misunderstood. Not all methods are equal, and using the wrong...

The Curious Researcher's Guide to Social Media Insights

Researchers have always known that social videos & images hold valuable human stories. Afterall, every post is the kind of short, unvarnished interview we love....

Fast Research

As companies scale and products evolve quickly, you need timely insights to support that growth. Having the right team and setting them up for success makes all...

Your Employees Already Know. Are You Listening?

Your frontline holds the most current intelligence on your market, competitors, and customers. Most organizations never tap into this source of insights. This s...

Can You Trust a Simulated Customer? Findings from 20,000 Replications

In this live two-person session, Viewpoints CEO Leo Yeykelis and Stanford professor Byron Reeves will run synthetic persona studies and ask the audience whether...

Taking Segmentation FAR: From Research to Action

Segmentation doesn't usually fail in the research - it fails in the activation. In this session, I'll introduce my FAR Framework (Familiar, Applicable, Real) - ...

From Shelf to Table: Turning Stakeholders into Co-Creators

Stakeholder buy-in drives research impact, as AI reshapes how we earn it. This session shows how tools like Miro and Figma enable async collaboration during fie...

The Moment of Inspiration: AI, Real Humans, Real Action

While the industry races to simulate consumers with synthetic data, Julie Davitz made the opposite bet: AI that captures what real humans think, feel, and do in...

Find What Will Move the Needle | Raw Data to Ranked Insight

Impact Mining in action. Start with a business question, connect your research and let multiple analytical approaches uncover key drivers, audience differences,...

Why Change Fails and How You Can Beat The Odds

You don't need a leader title to get stakeholders to act on research, bring a team along on a new process, or nudge leadership to rethink a direction. Behaviora...

The AI Advantage: How Cisco is Testing Tomorrow's Ideas Today

Inside Cisco, AI is reshaping how decisions are made for Events, Sales Enablement, and Learning. Discover how Radius Tech created a purpose-built AI insights an...

DEMO: How to Get Real Insights Out of Your Synthetic Personas

Learn how to get real insights out of your synthetic personas. Are you using synthetic personas but wondering how to extract real, reliable value from them? Joi...

When Everyone Wants Insights and the Team Hasn’t Scaled

More tools ≠ more insights. Drawing on years leading lean teams across brands and retail, Suann shares how researcher expertise, strong external partners, and s...

Gen Z vs the Algorithm: How Digital Skeptics Hack the System

Gen Z doesn’t distrust institutions by accident, they learned to. Raised through financial crises, misinformation, and broken promises, they trust peers and ind...

Insights of One: Designing AI for Self-Understanding

What happens when the research subject and the audience for the insight are the same person? Building AI for self-understanding forces a shift from designing fo...

DEMO: The Modern Workflow with Research HX

Gone are the days of sequential processes skipping between platforms. Parallel workflows, integrated steps, and AI and agentic enhancements to the tools you use...

The New Rules of Retail: Understanding the Consumer Behind the Purchase

The rules of retail are changing, and so are the consumers rewriting them. From shifting perceptions of value and loyalty to new ways of discovering and buying,...

How Ancestry Rebuilt Customer Understanding at Scale

Traditional surveys and 1:1 interviews play a central role in Ancestry's insights work, but they increasingly found important customer context left unexplained....

From Hype to Human: A New Horizon for AI and Business

AI is reshaping the world of work – and the experience of workers,  it is reshaping their confidence, decision-making, and sense of control. Sometimes transform...