Top 5 Themes from Succeet25: Insights Driving the Future

Succeet25 once again proved to be the quintessential gathering spot for industry decision-makers in corporate market research and customer experience management, and Behaviorally was proud to be part of this dynamic event. This international trade fair brought together the who’s who of the insights industry, serving as a premier venue for information, inspiration, and networking among its leading players.

Five Key Insights from Succeet25

Artificial Intelligence – An Essential Tool

AI continues to be a central theme in the insights industry, evolving from a novelty to an essential part of market research. The quality demands for AI-driven results have significantly increased. Companies now expect not only innovative but also precise and reliable data analyses that adhere to the highest standards.

Crucially, AI is no longer seen as a replacement for human expertise but as an enhancement—augmenting researchers' capabilities and accelerating decision-making processes. Behaviorally’s Pack.AI™ reflects this evolution. It allows brands to optimise packaging decisions earlier by evaluating a wide range of design ideas cost-effectively and predicting shopper behaviour with greater accuracy. By leveraging AI-powered tools like the PackPower Score, we enable clients to make confident packaging decisions that drive sales at the point of purchase.

The Growing Importance of Qualitative Research

Qualitative research is becoming increasingly vital, especially in conjunction with AI. While AI excels at data analysis and pattern recognition, qualitative research interprets these patterns, assigning meaning to AI-driven predictions. Additionally, AI-powered audience bots, trained on qualitative research data, serve as touchpoints for insights via text and voice interfaces. These bots can interactively provide real-time answers and insights into specific target groups, enhancing dynamic engagement with data.

At Behaviorally, we understand the critical balance between technology and human insight. Our AI-enabled qualitative tool, GLADYS, allows us to rapidly analyse unstructured qualitative data from focus groups, open-ended surveys, and in-depth interviews. This tool enhances our ability to deliver faster, richer insights, enabling our clients to respond more quickly to market shifts while ensuring a human lens remains at the core of interpretation.

Virtual Reality Revolutionizing the Market

VR technology has proven to be a groundbreaking tool in market research, enabling realistic and interactive environments. Photo-realistic designs in simulated settings, such as pharmacies and supermarkets, allow for the study of shopping behavior and the effective testing of point-of-sale (POS) initiatives. The flexibility and cost-effectiveness of conducting these studies not only in studios but also online have enhanced their accessibility and efficiency.

The Persistence of Face-to-Face Research

Despite a shift towards digital methodologies, face-to-face research remains a crucial component of market research. The consolidation of providers through acquisitions and mergers highlights the challenges but also underscores the continued value of holistic research methods.

User Experience and Graphical User Interfaces (GUI)

The importance of sophisticated user interfaces and dashboards was a major highlight. Essential for presenting complex data in an appealing and intuitive manner, these tools facilitate interaction with results and enhance understanding and acceptance among end-users.

Conclusion

Succeet25 showcased a melting pot of innovative ideas and technologies, shaping the future direction of the insights industry. The technologies and methods on display offer clear pathways to mastering the challenges of the modern data landscape, promising exciting developments for the future of market research.

At Behaviorally, we are proud to be at the forefront of this evolution, providing our clients with AI-powered solutions and expert analysis to help them own the most valuable moment in marketing: the purchase transaction.

Contact us today to learn how our AI-powered solutions can help you optimize your shopper marketing strategies and drive impactful business decisions.

THE AUTHOR

Christian Dössel, serving as the Senior Vice President, spearheads our operations across the German regions, particularly in our Hamburg and Frankfurt offices. With over 23 years of dedicated service in the marketing research sector, Christian has developed a deep understanding of the intricate relationship between Behavioral Science and Market Research. Renowned for his extensive contributions to the field, Christian stands as a distinguished author and keen observer within the market research industry. His insights and expert analyses are frequently featured in prominent German publications, showcasing his depth of knowledge and dedication to the field.

Connect with Christian on LinkedIn!