AI and New Tech are amongst the most sought-after topics in market research at MRMW Europe 2023
MRMW is known for its open spirit of collaboration, learning, and exchange. Our delegates and speakers, who are all key players in the market research field, join year after year to update themselves on the latest developments and brainstorm how to implement innovative new tools and methodologies into their work. We have asked our speakers about their most pressing topics right now, to see what they would like to “crowdsource” at MRMW 2023.
AI: A forefront topic for almost everyone
Cristina Cernega Couturier, Global Consumer Insights Lead at Symrise wants to understand how AI could shape the world of consumer research. “Today Symrise is already using AI to generate scents or to measure skin sensitivity, and foresee trends of tomorrow’s flavours. However, consumer research is a very human centric expertise with many automation platforms already in place, it would be very interesting to assess some real benefits of AI but also to understand its lowlights.“ says Courturier.
Another important topic for Cristina is to know more about new or better tools in the research sector, particularly regarding neuroscience. Symrise has its own internal program, designed to measure brain and body reactions to different scents or textures. This expertise is constantly nourished and challenged by the latest technological developments.
Besides being interested in new methods and technologies in general, Gabriela Tennhard, Global Head of Market & Strategic Insights at HSBC is particularly interested to hear how generative AI is used in analytics processes. Security is also an important aspect for Gabriela – “how do you manage the risk of generative AI and false outcomes?“, she asks.
Barbara Schandl, responsible for Snack Futures Innovation at Mondelez is wondering how AI will “replace” the upfront part in the Innovation journey and what will happen to concept testing in the future.
Beyond AI – benchmarking and learning in the digital age
But it’s not all about AI. Benchmarking one’s own new developments and metrics, as well as learning how others are solving business challenges from innovation management to product and brand development are high on the agenda.
At MRMW 2023, Dr. Martin Einhorn and Doris Kauffmann will present a new metric that goes beyond customer satisfaction and explores the realm of strong emotional connection with the Porsche brand. Along with the new metric they have enhanced the method and embedded the measurement in a state-of-the-art technological CX ecosystem. Leveraging this rich database and connecting it with existing CRM data, they can create a profound understanding of customer feedback and reveal opportunities for fulfilling our brand promise.
Naturally, they would love to understand how other companies tackle the (new) challenges of customer satisfaction measurement and to gather inspiration on how they could further enhance their own method.
Einat Ben Horin, Head of Global Insights & Strategy at Sodastream also is focused on processes that drive the business forward. “As part of the proactive approach of us business leaders to the insights role, we are looking for solutions for business challenges beyond the insights. One great example of this was a project in which we used a behaviour science framework to address the challenge of attrition. From an attitudinal POV there are many reasons why consumers argue they lapse from SodaStream’s eco-system“, she explains.
This ties in with Barbara Schandl’s second quest at MRMW: To find out how other companies scout new brands/products for a venture partnership – and if there is a systematic way to do that?
So, there are many questions and hot topics to be discussed in October. Will MRMW Europe have all the answers? Possibly not, but it will provide the opportunity for another open exchange amongst some of the brightest researchers in the industry, delivering forward thinking presentations, discussion and innovations. Presenters come from a range of different industries, bringing a wide range of experiences to the table. Brands represented this year include Mars, Porsche, HSBC, Electrolux, Mondelez, Sodastream, Puma, Ikea, The Economist, Symrise, Veganz, Beiersdorf and many more.
Don’t miss out on this incredible opportunity to connect with industry leaders and pioneers! Grab your tickets at https://eu.mrmw.net/
Organised by Merlien Institute