The 2024 Human Insights Conference, held in Sydney, Australia, brought together industry leaders and forward-thinking professionals to discuss the rapidly evolving landscape of market research. From leveraging AI to fostering cross-generational collaboration, the event covered ground-breaking trends and best practices shaping the future of research. Here are five key themes that emerged from the sessions:
The Power of AI in Market Research
One of the most anticipated presentations came from Barry Jennings, Director of Commercial Cloud and Business Planning Insights for Microsoft’s Research + Insights group. His keynote, titled "Enabling Tomorrow’s Researcher with AI," delved into how AI is transforming the way researchers operate, making them more efficient and impactful. Jennings highlighted how AI is reinventing industries by improving discoverability, automating tasks, and amplifying creativity. From natural language interfaces to AI-driven brainstorming, Jennings painted a clear picture of how AI can streamline traditionally time-consuming research tasks while unlocking deeper, more actionable insights.
The AI Forum further explored the applications of AI in both qualitative and quantitative research, emphasizing its ability to supercharge analytics and provide real-time, personalized insights. While panelists acknowledged important considerations like data security, ethics, and accuracy, these challenges were framed as opportunities to innovate and improve the responsible use of AI in the industry.
Leadership in a Rapidly Changing World
Janine Allis, founder of Boost Juice Bars, shared her personal insights on leadership and success in her talk "Recipes for Success: 8 Lessons from Building an Iconic Australian Brand". Her advice ranged from embracing change to being client-led and learning from mistakes. Allis emphasized that leadership is not just about business growth but also about personal growth—staying adaptable and surrounding oneself with smarter people.
Other leadership discussions centered around the importance of emotional intelligence, empathy, and self-confidence. The panel, "From Startup Success to Scaling Giants: Industry Leaders on How to Map a Future Path," underscored the need for adaptability in leadership, particularly when navigating the challenges of scaling a business in a fast-paced world.
Empowering the Next Generation of Researchers
The future of market research lies in the hands of younger professionals, a theme that resonated strongly throughout the conference. In the panel, "The Future of Our Industry: A Youthful and Experienced Perspective," industry leaders discussed how to create environments where young researchers thrive. Mentee-led mentorships and fostering a culture of growth were central to the conversation. Encouraging young professionals to seek out opportunities, take charge of their careers, and lean on experienced mentors for support was seen as key to building a robust talent pipeline.
Rethinking Research with Generative AI and Synthetic Data
Generative AI and synthetic data were hot topics in the breakout session, "Next Gen Quant: Rethinking Research." As researchers grapple with the challenges of data fraud and representativeness, AI offers new tools for combating these issues. The session explored how synthetic data—while still facing challenges like inherent biases and oversimplification—can make data more accessible, cost-effective, and customizable. AI-driven intelligent personas were also discussed as a way to reimagine how research is conducted, enhancing prediction accuracy and improving participant engagement.
These technologies are reshaping the insights world and will become invaluable tools moving forward. Behaviorally has had the opportunity to discuss both, as well as other innovative technologies, on our podcast with AI experts, industry leaders, and prominent brand voices. Take a listen to some of the conversations from our podcast series here.
Inclusivity and Cultural Intelligence
Inclusivity in research design was another key focus, particularly in the session, "What’s Your Gender?". The presentation challenged traditional survey methods and emphasized the importance of inclusivity in all areas of research. Expanding options for gender identity, providing fill-in answers, and considering cultural differences are just a few ways researchers can ensure that respondents feel seen and heard.
A case study on FIFA's efforts to promote the 2023 Women’s World Cup further highlighted the importance of cultural intelligence. By using research to engage diverse communities, FIFA was able to drive ticket sales for non-Australian matches, proving that understanding cultural nuances can be a game-changer in global campaigns.
Conclusion
The 2024 Human Insights Conference was a testament to the dynamic and evolving nature of the research and insights industry. It provided a rich tapestry of knowledge, innovation, and inspiration, reinforcing the importance of curiosity and continuous learning in shaping the future of research.
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THE AUTHOR
Erica Hickey is an Insights Manager at Behaviorally, based in Melbourne, and leading our Australia team. In her spare time she enjoys coaching and playing soccer, spending time with friends and family, video games, hiking and being outdoors.
