Eumetra International, represented by Marco Gastaut and Alberto Stracuzzi, attended the IIEX (Insight Innovation Exchange) conference in Amsterdam on June 17th and 18th. The event brought together approximately 1,000 members of the international research community, with over 50 presentations, many of which highlighted technology and AI as central themes.

One of the most thought-provoking sessions was delivered by Nihan Sahan Eren, Global Consumer and Market Insight Director of Unilever Ice Cream Business. Her insights into AI strategy were both pragmatic and inspiring, underscoring the nuanced role AI should play in market research.

Nihan shared five key principles for integrating AI:

  • AI should not replace your thinking—it should provoke it.
  • Start with purpose, not platform. Begin with strategic alignment by asking: What are we really trying to achieve?
  • Think in systems, not slides. Without the right processes in place, AI cannot scale effectively.
  • Augmented intelligence is the real game. It’s about the synergy of human expertise and machine capability, not a competition between the two.
  • Psychological safety is crucial. A culture where people feel safe to voice concerns is vital, as otherwise, automation risks perpetuating mediocrity.

Beyond these strategic imperatives, Nihan offered a roadmap for researchers to ensure they remain indispensable in the era of AI. Key shifts include:

  • from confidently answering questions to courageously asking them;
  • from automating understanding to provoking deeper thought;
  • from verifying existing beliefs to challenging assumptions;
  • from focusing on averages to elevating outliers;
  • from observing consumers to interpreting human contradictions;
  • from delivering insights to shaping decisions;
  • from static dashboards to fostering empathy, ethics, and imagination.

Eumetra’s Perspective: Bridging AI with Market Research Excellence

AI adoption, like any transformative technology, requires experimentation. It’s a process of trial and iteration to align AI capabilities with a company’s specific goals and processes. For global or regional HQs in Tier 1 companies, dedicated resources allow for in-depth experimentation and refinement. However, for non-Tier 1 companies, AI adoption can feel daunting—an opportunity laden with risks.

This is where Eumetra International steps in. Our expertise lies in ensuring AI is introduced with a strong foundation in research and a deep understanding of the category. This approach helps mitigate the risks of generalization or misinterpretation, ensuring AI insights genuinely reflect market trends and whitespace opportunities.

By partnering with both long-standing and new clients, Eumetra provides the confidence to integrate AI strategically. We enable organizations to:

  • position AI insights effectively within their internal frameworks;
  • complement AI-driven insights with broader research initiatives;
  • balance experimentation with precision, minimizing risks while maximizing value.

As the IIex conference underscored, AI’s role in market research is not just about technological adoption, it’s about enriching human understanding. Eumetra is committed to helping our clients navigate this exciting journey, ensuring AI becomes a trusted ally in shaping the future of insights.