I+A Talks "Actionable Insights: From Data to Impact"

In the survey conducted this year by ESOMAR regarding the state of the market research industry, the results of which were shared at the 16th Meeting: Research Under Analysis (RE)THINKING THE HUMAN, the first aspect that users and consumers of research felt we should improve as a sector was the actionability of insights (23% considered it the most important).

This reflects that the main challenge facing the research sector is converting insights into real actions that generate impact. Although the industry has progressed, many clients still perceive a lack of actionability in the results.

The reflection focuses on identifying why this is happening and how to evolve: learning from other disciplines (UX, strategic design), incorporating methodologies such as design thinking and agile, redefining our role towards solutions and not just diagnosis, and transforming how we design studies, teams, and deliverables. The ultimate goal is to integrate research into the business so that it guides decisions, drives innovation, and elevates the perceived strategic value of insights.

This debate aims to spark reflection within our sector to understand how, after so many years of development, we still haven't achieved actionable results from research.

For the first time, this Talks is open to everyone, both I+A members and non-members. Register now!

Following the session, attendees can enjoy a networking opportunity from 7:30 to 8:30 p.m.

SPEAKERS
RAQUEL LÓPEZ, Independent Professional.
SANTIAGO DE LA ASUNCIÓN, Independent Professional.

MODERATOR
ÓSCAR QUERO, Director of Tech & Supply, EAE Business School.

🌍Place: Auditorium Joaquín Costa, 41
📅Date: December 4th
⏰Hour: 18:30H