DK LLLounge | Friday | 12:15PM — 12:45PM
Data can be extremely useful when it comes to making smart business decisions and we sort of all agree on that. But do you sometimes feel like market research is either sidelined or even seen as an unnecessary cost? How come? Do pure vibes run the show? That’s exactly what IAB Croatia’s Market Research Hub is all about, a collective of experts who live and breathe insights, surveys and data. We invited them to DK2025 to share how you can use research data to drive key decisions, how to navigate internal resistance and what practical steps you can take to help elevate research from an afterthought to a strategic asset.
And you already know we’re not stopping at the now — we’re looking ahead. What innovations have actually changed the market research game? Are researchers already using cutting-edge AI tools, real-time analytics, synthetic data or is that just SF for now? And what does successful collaboration between market research teams and marketing, product and customer experience teams even look like? All will be answered by Martina Mikrut Nađsombat (Ph.D., Associate Professor, Nova TV Research Consultant) as the moderator, Ante Šalinović (Market Research Director, Ipsos, Member of IAB Croatia), Ksenija Ilin (Market Research Team Leader, Croatia osiguranje, Member of IAB Croatia) and Ines Umićević (Marketing Director, Saponia & Kandit). If you’ve ever had to justify market research budgets, push for better data-driven decisions, or just wondered what’s next for the market research industry, we expect you sitting in the first row.
