Driving Impact in a Changing World: An Ipsos in UAE Conference

Ipsos in UAE organized a client conference "Driving Impact in a Changing World", at the Grand Hyatt in Dubai, bringing together over 200 clients from different sectors.

The Conference kicked off with an opening session, by Panicos Ioannides, CEO of Ipsos in UAE and Edouard Monin CEO of Ipsos in MENA., whereby they welcomed the attendees and gave an overview of Ipsos in the UAE and the region.


The conference program pertained to 3 sessions segmented based on topics and flow of events. The first session, A Changing World, included speakers from the regional and global team shedding light on the changes taking place around us, whether on a global or a regional level. Decoding the MENA region, and learning more about the world's population and changing trends were the key highlights of this segment.


1) MENA Decoded - Mustapha Tabba, COO Ipsos in MENA Mega Trends are reshaping our region; political, social, cultural, and technological... Each are translating into new challenges and opportunities and are re-calibrating the formula needed for brands to succeed, as behaviors, opinions and markets transform. In a region that is most diverse and marred with socio-political complexities, this session will help shed light on dynamics affecting our region.



2) The Ten Mega Trends that are Changing our World - Kelly Beaver, MD Public Affairs, Ipsos in UK ‘Dynamic populations’, ‘megacities’, and ‘the rise of individual choice and fracturing of the mass market’ are just some of the demographic, economic and social megatrends that will shape the world’s future. These ‘megatrends’ act like the earth’s major tectonic plates, with their movements and interactions having the power to reshape how governments, businesses and societies think and behave. This session provides an overview of the 10 global megatrends and draws out the main considerations for those governments or businesses interacting in a global arena.


3) Empty Planet: The Shock of Global Population Decline and What it Means for You - Darrell Bricker, Global CEO, Ipsos Public Affairs

For half a century, statisticians, pundits and politicians have warned that population growth is spiralling out of control, threatening to overwhelm the earth's resources. They are wrong. Throughout history, depopulation was the product of catastrophe: ice ages, plagues, the collapse of civilizations. This time, however, depopulation is happening deliberately, by choosing to have fewer babies than we need to replace ourselves. A smaller global population will bring several benefits: fewer workers will command higher wages; good jobs will prompt innovation; the environment will improve; the risk of famine will wane; and falling birth-rates in the developing world will bring greater affluence and autonomy for women. But enormous disruption lies ahead, too. We can already see the effects in Europe and parts of Asia, as ageing populations and worker shortages weaken the economy and impose crippling demands on healthcare and vital social services. There may be earth-shaking implications on a geopolitical scale as well.


The second session, Delivering Impact, shed light on the services and offerings which would help clients actually make an impact. Those included:

1) The Secret to Unleashing a Disruptive Brand? Stop Being a Victim - Douwe Rademaker, Global Leader, Ipsos Market Strategy and Understanding

In this presentation, Douwe presents the findings of interviews conducted with a large group of global marketers. This session looks at three key topics: a) What marketers consider to be the most important disruptors in their categories, b) What their brands do to initiate any of these disruptions and c) What you can do to remain relevant in today’s disruptive industries.


2) Pursuing Creativity, Bringing Back the Magic - Shaun Dix, Global Leader, Ipsos Creative Excellence

This session showcases the passion and expertise needed to succeed in today's world, for creative excellence in advertising. It details ways by which the Ipsos Creative Excellence Service Line can help companies and brands bring back the magic and elevate creativity, with communication experts who believe the combination of art, science and knowledge are key to driving business success.


3) Creating an Empathetic Culture - April Jeffries, Global President Ethnography and Immersions, Ipsos Understanding Unlimited and Murray Stanford, Head of Ethnography, Ipsos in MENA

Empathy is in! Technology has opened up so much access to information that we now have more facts and data about people than we often know what to do with. But successful leaders have recognized that in the wake of Artificial Intelligence and Big Data, we need a renewed focus on the power of human connections and bonding. Yes, forward thinkers like Jack Ma at Ali Baba and Satya Nadella at Microsoft, while leading technology enabled companies, have openly declared empathy a critical factor in future survival and success. We will explore the importance of being better connected to the real people that interact with your brands and discuss how to create a culture that supports people centricity on an ongoing basis.


4) Driving a ‘Return on Customer Experience Investment’ (ROCXI) - Ben Llewellyn, Global Leader, Ipsos Customer Experience and Odisseas Trikaliotis, Chief Research Officer, Ipsos in UAE

Understand why and how Customer Experience matters; in short, companies who get it right reap the financial rewards, with evidence in abundance. The headlines are loud and clear: CX is the new 'battleground'; CX is top of the CEO's agenda, yet we know organizations still have so much to do in the CX space ... it’s difficult to get right.



As for the third session, Information Ecosystems, it presented attendees with a clearer view on different factors in an era filled with information.

1) Identifying the Signal in the Noise - Leendert de Voogd, Global Leader, Ipsos Social Intelligence Analytics (SIA) and Loic Moisand, CEO & Founder, Synthesio, an Ipsos Company

In this session, Leendert and Loic demonstrate how advanced Technologies and Artificial Intelligence driven approaches can deliver strong insights from massive unstructured datasets to help clients take more informed decisions. This talk presents case studies from our Social Intelligence Analytics Service Line.


2) Curation, the Antidote to Infobesity - Sue Phillips, Global Service Leader, Insight for Impact, Ipsos Understanding Unlimited

Businesses today are bombarded with information from a complex set of sources.  It is a veritable explosion of data, creating unique challenges for organizations to manage, let alone harness the data for insights and action.  We are information rich but knowledge poor.  Curation is the process of synthesising data and information from sources without primary research.  Methodologically agnostic, it is a way to make data use and management easy to digest and actionable.  Sue will explain how the era of curation is NOW and show how you can use it in your business.


Closing remarks were made by Ipsos' Founder and CEO, Didier Truchot, who was introduced by Mustapha Tabba. Truchot discussed the reach of Ipsos globally and how the world is changing and the different technologies offered to help clients achieve their goals better.