Canals, Chips & Consumer Truths: What IIEX Europe 2025 Taught Us About the Future of Insights
There are conferences, and then there’s IIEX Europe 2025—a market research conference in Amsterdam that felt more like a festival of ideas, sales pitches and networking (with a side of chips and Heineken).
David Armes and I made the trip on behalf of 4twenty2, and what followed was two days of insight, innovation, and the occasional golf simulator mishap.
Day One: Welcome to the Future of Market Research
The event opened with the buzz of anticipation and the unmistakable aroma of strong Dutch coffee. As commercial leaders and insight professionals gathered, it was clear this wasn’t just another industry meetup—it was potentially a deep dive into the future of market research, with contributors from both agency and client sides giving fresh insights into how they are using research to help their business grow.
'If your insights don’t influence decisions now more than ever, they’re just trivia'
Key Themes: AI, Empathy, and Actionability
From the get-go, the agenda was packed with sessions that tackled the big questions:
AI in market research took centre stage, you really couldn’t move for it! Talks on synthetic respondents, machine learning in qualitative analysis, and how automation is reshaping the research landscape were just a few of the areas touched on. But the message was clear: AI is a co-pilot (geddit?), not a captain. Human empathy and contextual understanding remain irreplaceable, be it in the creation and delivery of the research itself, or of course our favourite area, in the relationships you have with your clients.
Sustainable innovation in research was another hot topic. Florian Bauer from Samsung Switzerland shared how consumer insights are driving eco-conscious product design—proof that sustainability isn’t just a CSR checkbox, but a commercial imperative.
And perhaps the most repeated phrase of the day: “Turning insights into action.” A very old message but one that still needs telling. Because let’s face it—if your insights don’t influence decisions now more than ever, they’re just trivia.
Day Two: From Cosmopolitan Cities to Category Navigation
Day two brought fresh energy and even sharper thinking. One standout session explored how cosmopolitan cities like Dubai are being used as testbeds for early-stage consumer research. The logic? Diverse cities yield diverse insights—ideal for brands looking to scale globally.
COTY’s case study on the Rimmel Beauty Bar was another highlight. Using videometrics in consumer research, they showed how behavioural data can transform retail experiences. The takeaway? Shoppers crave clarity. If your packaging doesn’t pop, it flops.
What Commercial Leaders Should Take Away
At 4twenty2, we help research agencies grow. So what did we learn at IIEX Europe 2025 that’s worth sharing?
AI is transforming research, but it’s not replacing the human touch. Use it to help scale and speed up, but don’t lose sight of what is still by far and away the most important thing in your growth – your people and their ability to forge client relationships that are win-win.
Insights need a seat at the strategy table. The best brands embed research into product development, marketing, and even finance.
Context is king. Generic insights are dead. Long live the hyper-relevant, culturally aware, and category-specific truths.
Sustainability is now a commercial strategy. Consumers expect it, regulators demand it, and smart brands are already ahead of the curve.
Outside the Agenda: Networking, Chips & Canal Cruises
The Research Club Networking Evening
We joined the Research Club Amsterdam event, strengthening already established bonds with old friends, and creating new ones with future ones, in an informal atmosphere (including chip consumption). If there’s a better way to bond with fellow researchers than over a continuous supply of Dutch fries, we haven’t found it.
The Canal Cruise
We also took a break from the conference floor for a canal cruise through Amsterdam, hosted by the funniest tour guide-slash-boat captain we’ve ever met. Between the historical trivia and the bone-dry observations, it was a reminder that sometimes the best insights come when you’re not looking for them.
The Golf Simulator Incident
Later that evening, emboldened by an undisclosed number of Heineken cans, we attempted to conquer a golf simulator. The results were... not strategic or intelligent. But they were hilarious. And possibly viral, if anyone was filming.
The Culture, the Food, the Vibe
Amsterdam is a city that rewards curiosity. From stroopwafels to street art, it’s a place where tradition meets innovation. We left inspired, full (of ideas and fries), and more convinced than ever that the future growth of research lies in getting the right balance of human and high-tech.
Why IIEX Europe Still Matters
In a world of webinars and whitepapers, IIEX Europe 2025 reminded us of the power of real-world connection. Of being in a room with people who care deeply about understanding other people. Of hearing a talk that makes you rethink your assumptions. Of laughing over chips with someone you just met but already respect.
For commercial leaders, the message is clear: the tools are evolving, the stakes are rising, and the winners will be those who combine technological savvy with human insight. At 4twenty2, we’re here to help you take what you do and make you irresistible to your clients, old and new.
So here’s to Amsterdam, to AI, to actionability—and to never underestimating the power of a good canal cruise.