IIEX APAC 2024 Speaker Interview with Rasika Mathur

Disclaimer: Opinions represented here are personal and do not represent those of Snapdeal. Join us March 5-6, 2024 for the event. Find more information on IIEX APAC 2024 here!

At IIEX APAC in Bangkok, Rasika Mathur is set to deliver a thought-provoking presentation delving into the intricate emotional aspects of customer behavior and highlighting the pivotal role of empathy in interpreting consumer actions. 

Her advocacy for an empathetic research approach underscores the integration of emotions and analytics not only to uncover what consumers do but also why they do it. This emphasis on a human-centric viewpoint seeks to infuse data-driven strategies with a human touch, underlining the importance of emotional connections with customers in addition to conventional metrics. 

Mathur envisions the future of research as a fusion of emotional intelligence and automation, where AI plays a key role in mapping emotional journeys for instantaneous decision-making, transforming the process of gathering and applying insights in the dynamic realm of market research.

Give us a brief peek into your talk. What are the key insights and takeaways?

In my presentation, I explore the complex ballet of emotions that customers experience on their path to purchase. I cast light on the 'ritual' of buying, painting it not merely as an exchange of currency for goods but as a rich mosaic crafted from the anticipation, joy, and sometimes anxiety that accompany each decision. My discussion centers on how this insight extends far beyond traditional content marketing, touching various facets of the business world. Participants will leave with an enriched understanding of the emotional layers that influence consumer behavior throughout the different sectors of the organization.

You have a great topic. What led you to choose it?

My choice was born out of a realization that in our data-driven age and with the pressures of scale, we risk becoming myopic, focusing solely on metrics and missing the human element. I chose this topic to champion the narrative that behind every data point is a heartbeat, a story, and an emotion waiting to be understood. It's a call to action for brands to foster a more empathetic and holistic approach to customer engagement.

We are glad to have you with us. What would you like to learn from other speakers and attendees?

I am eager to absorb diverse perspectives on how different cultures and market dynamics shape consumer insight strategies. Learning from other speakers and attendees about emerging practices and innovative methodologies will be invaluable. The cross-pollination of ideas is what excites me the most about this gathering.

Our industry is buzzing with the word innovation. What is research innovation to you?

To me, research innovation is the intersection of empathy and analytics. It's about developing novel methodologies that not only dissect what consumers do but also why they do it, in more authentic and predictive ways. This innovation extends beyond tools and technology; it's about a mindset that values empathy, creative enquiry and the courage to look beyond the conventional.

Research technology and automation are helping to streamline our cost and time. What else is at work to help insights professionals?

Beyond technology and automation, the collaboration between interdisciplinary teams is crucial and enabling. There's also a growing emphasis on cognitive diversity, where insights professionals benefit from integrating psychology, anthropology, and even philosophy into their work, enriching the tapestry of our industry's expertise.

Greenbook works to move the insights industry and profession forward into the future. What is the biggest thing you would like to see change to improve for our industry?

I would advocate for a paradigm shift towards 'emotional intelligence' in data interpretation. As an industry, we should strive to create a standard where qualitative insights are given equal weight as quantitative data. This balance will propel our industry to not only predict trends but to also genuinely understand and influence them.

Speaking of the future, the IIEX conference series is a leader in leading discussion of insights future prediction. What do you see on the horizon that (hopefully) attendees can discuss at this event?

On the horizon, I see the emerging trend of 'emotional analytics' gaining momentum. I foresee a future where AI helps us to map out emotional journeys with the same precision we map out consumer demographics. It's a future where each touchpoint is not just a part of the customer journey, but a step in an emotional odyssey. I hope to see discussions around integrating these emotional analytics into real-time decision-making processes at this event.