The Top 5 Sessions from IIEX North America

One of the things we love about events is that they are also amazingly good sources of insights themselves, especially when we view interest levels/attendance in sessions. Similar to search or social data, understanding what people are most interested in at events is a pretty solid directional insight on a few fronts. One of the silver linings about the shift to virtual events vs. in-person is that it is now easier than ever to get hard data on attendance; we know the details on how many people and who they are, allowing us to analyze those patterns efficiently.

In the case of our flagship IIeX NA event, it was clear that certain sessions rose to the top and generated the highest level of interest, evidenced by attendance numbers. We’ve compiled the Top 5 below.

 

What can we divine from these? Well, here is our take on possible implications

1. The insights & analytics is increasingly focused on understanding consumers at a deeper, cultural, and behavioral level than just attitudinal. With so much change occurring, brands need to understand what that means foundationally.
2. Innovation in methods, business models, and organizational structure are more imperative for insights organizations now than ever before to meet the new demands for understanding changing consumer landscapes.
3. Delivering quality, actionable insights continues to be the core imperative for the industry.

 

Much of this has been in the works for years already, but 2020 has accelerated it all and added a criticality to the trends missing just a few months ago. As we look ahead, I suspect we will see more and more data (from multiple sources) supporting these takeaways.

 

Our Top 5 Sessions From IIEX North America

 

An Anthropologist Walks into a Bank – and Other Thought Experiments for Brilliant CX

Understanding people and connecting to what matters to them is the only way to deliver higher-order value, which is what makes or breaks a brand and a company. Consumers are complex. If we are only focused on what we need them to do, then we’re missing what they want to do and why. We must uncover those truths with the energy of an anthropologist to connect with customers in all their rational and emotional glory and build extraordinary experiences and lasting relationships with them. We’ll cover the way to win – with some cautionary tales of missteps in this quest.

Featuring:

Katya Andresen, SVP Card Customer Experience at CapitalOne

 

The Insights Industry’s Quality Challenge – and How to Overcome It

Quality data is the cornerstone of accurate insights, drawn from the right target audience of consumers or business professionals (or both) that are real, unique, and engaged to respond to your surveys. Access to these real people leads to better decision-making, founded on reliable data you can trust.

But in an industry oversaturated with data, how can you ensure that you have access to the high-quality data that delivers accurate insights and drives better research and decision-making? Join Jared Schiers as he discusses the factors that makeup quality data to ensure accurate insights and better decision-making.

Featuring:

Jared Schiers, SVP Business Operations for Dynata

 

The Future of Insights: A New Decade, a New Consumer, and a New Need for Agility and Innovation

Featuring:

Michael Lancor, Vice President, Analytics and Insights Accelerator, Human and Behavioral Sciences at Procter & Gamble

Phil Ahad, Chief Digital Officer at Toluna

 

How Rising Social Movements & Cultural Trends will Impact Future Brands

This session is a micro safari through the park of emerging social and cultural movements. Attendees will have the opportunity to explore, observe, and gain a better understanding of how tectonic events, social uprisings, and cultural shifts are molding human behavior and impacting the future of branding in the coming decades.

Featuring:

Roben Allong, CEO of Lightbeam Communications

 

Storytelling with Data

The story of the three little pigs has an exposition, rising action, climax, falling action, and resolution. The problem with presenting data is most people don’t bring people along a journey. This session will give you some tools to do this, with examples from the grill industry.

Featuring:

Jason Alleger, Consumer Insights & Strategy at Traeger Grills