When the IIeX (Insight Innovation Exchange) conference series came on to the market research scene a few years ago, we were all excited to collectively take a futuristic look at the changes in our industry. Fast forward and IIeX has become a staple of the annual conference circuit and we’re excited to connect with colleagues and friends next week in Amsterdam at IIeX Europe.
Since its inception, SampleCon has been committed to supporting innovations that drive the growth of the sample industry. Created to provide an opportunity for industry leaders to “focus and collaboratively drive the future trajectory of sample,” we always look forward to this show.
In a recent article on the American Marketing Association's blog, our CMO Paul Neto wrote about "The Case for Sharing Data: Consumers, Quality and Better Brand Decisions." In the piece, he argues that companies should shift their thinking around data ownership, giving consumers more control over how and when their data is used. Under current models "data that could be used productively by many at a low social cost are used only by one and society is made poorer." Putting control back in the hands of the consumers is a solution.