by MRMW EU 2024 – A Social Media Review. Transforming Market Research with AI, Storytelling, and Co-Creation
This year, Berlin hosted the eagerly awaited MRMW EU 2024 event, where researchers, innovators, and thought leaders gathered to explore the latest trends and advancements shaping the future of market research. With around 200 attendees from over 25 countries, this conference offered a unique look into how market research is evolving alongside technology and consumer expectations. Networking, workshops, and insightful keynotes made MRMW EU 2024 a memorable experience for all.
Below, we’ve compiled highlights and social media reactions from the event, featuring contributions from key industry voices like Jasmeet Sethi from Ericsson, Tizian Bonus from Appinio, and Joel Renkema from IKEA, among others. This article summarises social media reviews from our esteemed attendees.
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AI and Digital Transformation
As Dr. Inna Merenkova noted, AI is not only reshaping the research landscape but also transforming how insights are gathered and applied. At the conference, Jasmeet Sethi of Ericsson discussed how AI will render traditional market research “invisible” by 2030. This aligns with Narek Vardanyan’s vision for market research becoming integrated into consumer behaviors, powered by smart glasses and AI agents, allowing for seamless and frictionless data collection.
2. Adopting New Technology for Market Research
Emerging technologies such as AR, VR, and XR were frequently discussed. Dr. Merenkova highlighted the potential of XR, blending virtual and physical worlds, while Vardanyan emphasized the immersive hybrid experiences enabled by these technologies. These developments are poised to redefine how consumers interact with brands and products, creating more dynamic touchpoints that go beyond traditional methods.
3. AI in Consumer Testing
AI’s potential for revolutionizing consumer testing was a key topic, with Vardanyan discussing how AI-generated interviewers and synthetic data can make the testing process more cost-effective and scalable. Dr. Merenkova also highlighted this trend, particularly the role AI plays in offering brands more accurate, real-time consumer insights.
4. Storytelling and Simplicity as Strategic Priorities
Storytelling was emphasized as a critical strategy for transforming complex insights into actionable, emotionally engaging narratives. Joel Renkema from IKEA and Lipscomb both stressed the importance of simplifying insights to influence decision-makers. As Dr. Merenkova noted, the power of storytelling is key in driving organizational change, while Lipscomb illustrated how emotional connection is vital for the success of insights in the real world.
5. Insights Experts as Innovation Drivers
The role of insights teams is evolving, with these departments becoming strategic partners in driving business decisions. Dr. Merenkova observed how companies are embracing AI while still valuing human input to make insights more meaningful and impactful. This transformation also aligns with Vardanyan’s point that insights experts are now at the forefront of innovation, using data and AI to guide decisions on ethics, data privacy, and consumer trust.
6. Co-Creation as a Strategy
A major takeaway from the event was the growing importance of co-creation, especially in engaging Gen Z. Vardanyan discussed how brands are involving customers directly in the production process to enhance loyalty and accelerate insights. Dr. Merenkova agreed, noting how personalization and deeper consumer involvement are becoming essential for staying competitive.
From innovative sessions on the future of AI and storytelling in insights to personalized strategies for reaching new generations, MRMW EU 2024 proved to be an insightful and highly engaging conference. Attendees left with fresh perspectives, strengthened connections, and valuable tools to navigate the evolving landscape of market research.
Keeping the Momentum Going
With the energy of MRMW EU still buzzing, we’re thrilled to take our journey next to MRMW MENA 2024! 🌍 Join us in Dubai on December 10 – 11, 2024, where the focus will be on the future of data-driven insights and innovations uniquely tailored to the Middle East and North Africa. Industry giants and forward-thinking brands will gather to share cutting-edge approaches in AI, consumer behavior analysis, and agile research solutions. This is your chance to engage with leaders from companies like Majid Al Futtaim, Henkel Consumer Brands, Kellogg Company, Tesla Innovation and many more, gaining region-specific strategies that drive impactful results. 
Don’t miss out—secure your spot for MRMW MENA 2024 today! Apply code BLK10 and get a 10% discount! It’s valid till 18th November- register here!
Also, check out QUAL360 EU in Berlin on January 29-30, 2025, where industry leaders will delve deeper into the latest techniques and real-world case studies specific to qualitative research. This event will bring together leading experts from Nestlé, Philips, Novo Nordisk, Booking, and many more to continue the conversation and explore impactful insights in a rapidly evolving field. 
Secure your spot to stay at the forefront of qualitative research! Apply “BLG10” and get 10% discount!
