One of the most memorable moments came from Nihan Sahan Eren of Unilever, who spoke about a new paradigm for the insights industry — one that’s not about dashboards or models, but about asking better questions. In a world increasingly shaped by AI, she reminded us that curiosity is our superpower. It’s our job to challenge assumptions, to ask why not, what if, and what’s missing.
That spirit of curiosity and bold thinking ran through the entire event. Here are five key themes that stood out — and how they connect to the work we’re doing at Behaviorally.
1. Everyone’s Experimenting with AI
AI is changing everything — from how we collect and analyze data to how we communicate insights and make decisions. But no one’s pretending to have it all figured out. The vibe at IIEX was very much: try things, learn fast, and keep moving.
As Florian Bauer from Samsung put it:
“Experiments beat business cases.”
That mindset is shaping the future of our industry — and fast.
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2. AI Is Exciting — But We’ve Got to Be Smart About It
With all the enthusiasm around AI, there was also a healthy dose of caution. Not all models are built on quality data, and not all platforms are secure. If we’re feeding in proprietary information, we need to know it’s protected.
The message? Be curious, but be careful. Choose tools and partners that take data quality and security seriously.
3. Mind the Gap — Behavioural Science Is Stepping Up
The “say-do gap” was another hot topic — that disconnect between what people say and what they actually do. It’s a reminder that asking questions isn’t always enough.
That’s why behavioural science is gaining traction. By observing real actions and applying behavioural frameworks, we can get a more accurate, predictive view of consumer behavior.
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4. Retail Is Where It All Happens
Whether it’s in-store or online, retail is still the most important touchpoint for brands. It’s where decisions are made — and where brands either win or lose.
Speakers from Coty, Mondelez, Philips, and Emma Sleep all stressed the importance of getting retail communication right. Packaging and point-of-sale materials need to work hard to grab attention and drive conversion. Get it wrong, and you might not get a second chance.
5. Innovate Smart — or Risk Losing Your Edge
Innovation is essential, but it needs to be done with care. Whether you’re managing a legacy brand or launching something new, changes need to make sense to consumers.
Essity shared how, when asking shoppers to pay a premium, it’s crucial to demonstrate superiority — and packaging plays a huge role in that. It’s not just about standing out, but about clearly communicating value.
The takeaway? Be bold but be strategic. Every change should serve a purpose and strengthen your connection with your audience.
Bringing It All Back to Behaviorally
Everything we heard at IIEX aligns with what we’re doing at Behaviorally. We help brands win at the moment that matters most — the purchase transaction — with Decision Precision Intelligence.
- Our Pack.AI solution is built on the world’s largest database of behavioral consumer metrics, giving us the power to deliver robust, high-quality predictions about your pack’s potential.
- Behavioral science is at the core of everything we do. Our framework — Be Seen, Be Shoppable, Be Seductive, Be Selected — guides how we test and optimize packaging to drive real shopper behavior.
- And because we know retail is the final hurdle, we focus on helping brands stand out, connect, and convert — whether on shelf or screen.
We’re not just following the trends — we’re building the tools and insights that help brands stay ahead.
THE AUTHOR
Katie O’Connor is the Senior VP of Key Accounts at Behaviorally, where she teams up with global brands to create standout packaging and shopper strategies. She’s passionate about market research and tech, always on the lookout for fresh, innovative ways to shake up the insights world and help brands grow.
