By: Claudia Siregar

For this year, 2024, Asia Research Media has partnered up for the first time with GreenBook’s IIEX Europe. “While for decades we saw Western companies entering the Asian market, we now see a growing number of Asian companies and Asian professionals expanding their expertise globally. For us at Asia Research Media, it is therefore an obvious step, to look at strategic media partnerships in Asia and beyond, to offer the best visibility in the industry we can for companies working with us,” said Claudia Siregar, Co-Founder of Asia Research Media, on the occasion of the partnership.

GreenBook’s IIEX Europe 2024, held midyear in Amsterdam, was a huge success, setting the benchmark for market research conferences. By the end of June, this two-day event brought together industry leaders, innovative startups, and cutting-edge technologies, together in the beautiful city of Amsterdam, creating an environment ripe for learning, networking, and inspiration.

My favourite presentation was by Behaviorally’s Group President and CEO, Crispin Beale, who also serves as CEO at Insight250. He shared invaluable insights on emerging trends in market research. His session, “Revealing the Top 12 MRX Trends to be a Leader & Innovator”, provided a global perspective on what emerging trends leaders and innovators in our profession see as crucial for planning and understanding the future. 

Other highlights and key themes included:

### AI and Market Research  

Artificial Intelligence was a topic under consideration undoubtedly everywhere at the conference. Sessions and presentations demonstrated AI’s growing role in enhancing market research precision and storytelling. Tino Klaehne from Lufthansa and Jonathan Oakeley & Rainier Van Rietschoten from PepsiCo showcased how AI-driven insights shape strategic intelligence and product testing, respectively. AI’s ability to complement human expertise was a recurring theme, emphasizing a collaborative human–machine future—rather than a competitive one.

### Innovative Research Techniques 

The event highlighted several groundbreaking methodologies. Among these, sessions on best practices for video interviewing and engaging discussion on AI assistants brought fresh perspectives on qualitative research. Additionally, Josephine Scholtes’ insights into Microsoft’s use of qualitative research for AI product development were particularly impactful.

### Behavioral Economics and Human Storytelling  

While AI dominated discussions, there was a significant focus on the human elements of market research. Behavioural economics continues to be a strong influence, and there has been a noted rise in the importance of depth in human storytelling. This counter-trend highlights the industry’s recognition of the irreplaceable value of human Intelligence (HI) in driving meaningful insights.

### Networking and Collaboration 

For delegates, IIEX Europe 2024 was about more than just attending sessions and presentations. The event fostered invaluable networking opportunities, allowing attendees to engage with peers, clients, and industry experts. The vibrant roundtable discussions and hands-on demos provided a platform for exchanging ideas and exploring collaborations. 

The organizing team behind GreenBook curated a diverse range of themes for this conference, from AI in data collection to neuroscience and neuromarketing. This comprehensive approach provided attendees with a deep understanding of the current and future landscape of market research, and I was also very pleased to see various people involved from academia, especially related to the urgency of companies setting their sustainability goals.

### Looking Forward

The success of IIEX Europe 2024 in Amsterdam leaves me eagerly anticipating future events both in and beyond Asia. In conclusion, Amsterdam was a such a great experience, blending the power of AI with the nuance of human and cultural intelligence. The event showcased the latest in market research technology and reinforced the importance of human elements, collaboration, and innovation. 

I can´t wait for the next IIEX, therefore, save the date for the return of IIEX Asia Pacific — February 18-19, 2025, in Bangkok. Get Updates.  (URL: https://hubs.ly/Q02qcytz0)