Top 10 trends and graphs of IIEX Europe 2022
We all know and love IIEX for its great content and fine mix of practitioners and researchers - so for all of our clients, partners and research fans that happen to miss this year’s edition, we decided to highlight top 10 trends and graphs.
The trends of sustainability, diversity and enforcing clear ethical practices remained constant, but we decided to highlight these 10 key trends and graphs as themes that are here to stay - and likely be featured in the coming IIEXs.
Hope you enjoy it!
Top 10 trends and graphs
1. PX is important: Participant experience is key.
They are not respondents, on demand bots or some distant panel; they are humans - and the sooner we start thinking about their experience, the same way we treat user experience (UX) and consumer experience (CX) the better. After all, it is the experience economy, isn't it?
2. Real world = Offline > Online
Yes, online is important but physical is key. In an ideal world, we would have a perfect blend of the two - but if we had to choose one, it seems like the post COVID pent up demand is driving the value of offline higher than ever!
3. Synthetic data is here!
Yes, we all need data..but what if we don’t need respondents in order to get the data? AI simulated behaviour data is here and making waves - better, faster, cheaper - yet producing the same outcomes.
Source: https://www.quantilope.com/
4. Self explanatory reporting - ideally automatized and regular
We all know and love a good, over produced fancy report (or do we?) but the next big thing are sleek, simple and self explanatory decks. Slimming them down from 60 to 6 slides is the new 2x2 chart!
5. Ask less, observe more
The way we ask questions is packed with priming effects and susceptible to all sorts of subconscious biases. The solution? Don’t ask too much/any questions - rather observe more.
6. MR not data pullers, but teams that deliver strategic insights
Too much data can be overwhelming and counterproductive at times. Instead of worrying about how to fill more data and crunch more insights - let's focus our efforts around how the data we have can contribute to strategic goals. We have to think of our work as strategic insights which will contribute to the bottom line and find vital, new pockets of growth for the business.
7. Captung in the moment needs to be more intuitive - user cannot be forced to open up an app!
Letting the consumer discover what is “in the moment” and only then popping up an app to answer questions is a suboptimal flow and a thing of the past. A better way is integrating a click in the flow, such as ClickScape, or even an Amazon Alexa style voice trigger. Either way, it needs to be fully embedded and natural to the PX.
Source: https://blueyonder.agency/
8. Research is best when done before the launch, not after!
Although there can never be enough research or insights - ideally to get the most ROI, research should be done before the launch. Whether those are early product tests or early stage creative tests, doing them as early as possible minimises the cost and maximises the benefits. It's also worth mentioning that the pushback is lowest at that point.
Source: https://www.zappi.io/web/
9. Ideal insights formula: data + anecdotes = perfect story
The power of the narrative is strong, perhaps stronger than ever now that we are drowning in data. In order to keep all stakeholders engaged and to have a story that is easy to digest, we suggest the following: Clear and structured data + human, relatable anecdotes = the perfect pitch.
Source: https://www.quantilope.com/
10. Small is beautiful
Whether we are talking about sample sizes, number of attributes or AI variables and even questions - small, carefully curated can be much more powerful that large, catch-all counterparts. This one is counter intuitive, and may speakers said this one will take time , but we see these talks as the canary in the coalmine - a sing of the trends and research concepts to come.
Don’t forget to look up the up and coming IIEX events and see you all next year!