Exploring the connection between data driven insights and creativity!


We are pleased to announce that ifour will be speaking at the 8th annual MRMW Europe Conference held in Berlin, Germany.

Market Research in the Mobile World (MRMW)

Market Research in the Mobile World (MRMW) is the largest and most prestigious global conference series focusing on mobile, innovation and high-tech marketing research. Trusted by over 5,000 participants around the world, these conferences are considered as the industry’s gold standard and a must-attend event for research professionals every year.

Seen as pioneers for scouting next generation technologies, previous global events have seen them unveil high-tech prototypes for insight generation including Google Glass, Cityzen’s Smart Shirts, Wipro’s Drones and Robots and Baidu’s Smart Bikes. The result is a program that is topical, relevant and focused on what delegates need to to advance their business.

Joining revered brands such as Deutsche Bank, Coca Cola, Havas Media and Ericsson Damon will be posing the question? ‘Is the tail wagging the dog? Exploring the connection between data driven insights and creativity!’at his Ignite talk on the 9th November.

He will be looking at how, until fairly recently, data in marketing has been trusted navigator to creativity, providing critical insight and helping to explore new and exciting territory. Increasingly, however, ‘data-driven’ has meant just that, data running the show. This is not a sustainable way for brands to achieve greatness. So, what can we do about it?

Questions the talk raises include:

  • Can data and creativity ever be equal partners?
  • How can data be better presented to capture and guide the imagination of creatives without stifling it?
  • How can market research be married with creativity to invent new ways of doing things rather than settling for simply incrementally improving the old ways?

If you would like to catch up with the latest innovations, network with top brands that are eager to hear new developments in market research and hear the visionary speakers then please join us by registering here.

At MRMW they don’t talk about what has happened, but what will happen!