CRC this year was a packed few days of meetings and presentations. Here are the top six themes and issues we heard at @CRC’24.
- AI fatigue?: Everyone says that they are tired of talking about AI, but that’s what everyone was talking about. The focus was mostly about efficiency/speed, less about intelligence.
- Narrative is (still) king: Storytelling remains a popular/perennial topic on the podium, but the insights industry struggles to deliver the emotional resonance storytelling requires.
- Creativity is (still) an essential ingredient: Data must merge with empathy, emotion, curiosity, and imagination to inspire an audience. Insight discovery and articulation should be a creative exercise as much as it is an analytical one.
- Your perspective is your job security: In a volatile economy, the personal perspective that insights professionals bring to the data helps to build the story and is what differentiates humans from AI.
- Find value beyond the immediate audience. A more lateral view of the consumer can help you see the bigger picture: Influencers, Content Creators, experts, and the millions of 50+ consumers all offer unique, actionable perspectives and a lot of buying power.
- One Tequila, Two Tequila, Three Tequila…Enlightenment? Drinking tequila just might be the most critical part of the enlightenment process in discovering our passion. Or maybe that was just the inspiration from Suntory’s generous sponsorship..
