Trends for the insights industry
Posted: Tue Jan 07, 2025 4:52 am
I must admit that since I started working at QuestionPro I have had professional experiences that I never imagined. An example of this has been these two days full of learning at the IIeX (Insight Innovation Exchange) that took place in Lima, Peru.
IIeX is one of the largest events in the market research industry in Latin America, on par with ESOMAR and IDEAS AMAI in Mexico.
On this occasion, the Universidad del Pacífico was chosen to open its doors to the leading Latin American exponents in the field, an institution that is up to the task and to whom I am grateful for all the attention given to our team.
During the IIeX, two key points were discussed, both related to the current situation of market research in Latin America:
What is currently being done
What is the projection to do it in the future?
These were two intense days in which 56 presentations were presented, divided into 10 modules, and although it may sound much more tedious, the truth is that the pace was very fluid. It is true that I could not be at all of them since many were held at the same time, 6 floors away, but thanks to the coverage on social networks through the hashtags #IIeX and #IIeXLatAm, I was able to take advantage of the best of each one.
The talks included insights and how the best market research agencies kenya phone number use them to turn them into a product or improve the effectiveness of advertising. There was also a lot of talk about technology, even more than I imagined since the topics were very varied: Pokemon Go, how to create online communities, eye tracking studies and, above all, neuromarketing.
IIeX LatAm was divided into two days:
Day 1:
On the first day I would like to highlight the participation of Per Hakanson who spoke to us about mentality and how the world is changing (or has changed), we have stopped going to physical places to meet in the digital world, a great example is banking and how easy it is these days to make banking transactions from your smartphone.
In Lugo we were able to listen to Cristina Quiñones from Consumer Truth and her great presentation “Insights laid bare”, where we were able to learn a lot about how to get the client to see these small truths about consumers (insights) since it is not just about collecting them.
“Insighters are not here to repeat what others do. We are here to propose”
Pablo Sánchez , Director of QuestionPro Communities, also spoke to us about MRXLatAm , an online community created for the market research industry in Latin America. He shared with us the results of studies carried out in this community and also spoke to us about the current situation from the point of view of the researchers themselves.
IIeX is one of the largest events in the market research industry in Latin America, on par with ESOMAR and IDEAS AMAI in Mexico.
On this occasion, the Universidad del Pacífico was chosen to open its doors to the leading Latin American exponents in the field, an institution that is up to the task and to whom I am grateful for all the attention given to our team.
During the IIeX, two key points were discussed, both related to the current situation of market research in Latin America:
What is currently being done
What is the projection to do it in the future?
These were two intense days in which 56 presentations were presented, divided into 10 modules, and although it may sound much more tedious, the truth is that the pace was very fluid. It is true that I could not be at all of them since many were held at the same time, 6 floors away, but thanks to the coverage on social networks through the hashtags #IIeX and #IIeXLatAm, I was able to take advantage of the best of each one.
The talks included insights and how the best market research agencies kenya phone number use them to turn them into a product or improve the effectiveness of advertising. There was also a lot of talk about technology, even more than I imagined since the topics were very varied: Pokemon Go, how to create online communities, eye tracking studies and, above all, neuromarketing.
IIeX LatAm was divided into two days:
Day 1:
On the first day I would like to highlight the participation of Per Hakanson who spoke to us about mentality and how the world is changing (or has changed), we have stopped going to physical places to meet in the digital world, a great example is banking and how easy it is these days to make banking transactions from your smartphone.
In Lugo we were able to listen to Cristina Quiñones from Consumer Truth and her great presentation “Insights laid bare”, where we were able to learn a lot about how to get the client to see these small truths about consumers (insights) since it is not just about collecting them.
“Insighters are not here to repeat what others do. We are here to propose”
Pablo Sánchez , Director of QuestionPro Communities, also spoke to us about MRXLatAm , an online community created for the market research industry in Latin America. He shared with us the results of studies carried out in this community and also spoke to us about the current situation from the point of view of the researchers themselves.