ESOMAR shines bright in Davos at the Insights Lighthouse during the World Economic Forum

Venturing into the bustling heart of Davos, Switzerland, for the World Economic Forum (WEF) was an incredible and insightful experience.
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Date 21 February 2024
Author Joaquim Bretcha

Amidst the flurry of activity, one event stood out with a promise of illuminating insights—the inaugural Insights Lighthouse gathering at the Mountain Plaza Hotel. As an attendee, I found myself drawn to the beacon of knowledge and collaboration it represented, with ESOMAR playing a pivotal role in bringing the Insights voice to Davos. 

Partnering with Lighthouse, ESOMAR actively contributed to the Insights delegation, ensuring a diverse representation of voices from the insights industry. Led by Dr. Liubov Ruchinskaya, the event brought together 17 experts from various corners of insights, including platforms, agencies, clients, and marketers. Each session offered a unique perspective on the evolving landscape of data-driven decision-making, underscoring the importance of insights professionals in shaping organisational success. 

One of the most engaging sessions explored the underestimated role of insights professionals in business strategy, sparking a renewed sense of pride and commitment within the community. Another thought-provoking discussion centred around the intersection of artificial intelligence (AI) and human intelligence, emphasising the need to strike a balance between technology and human intuition in insights generation. 

A particularly enlightening session focused on bridging the gap between current insights practices and their ideal role within organisations, highlighting the necessity of investing in people and their skills. Guest speaker Pranjal Sharma's insights resonated deeply, envisioning insights professionals as influencers guiding organisations towards innovation and forward-thinking leadership. 

As we reflect on the rich discussions and insights exchanged at Davos, there is a clear sense of purpose and possibility. ESOMAR's partnership with Insights Lighthouse has laid the groundwork for further elevating the relevance of insights practices among top decision-makers. Looking ahead to the 2025 edition, we are exploring ways to enhance the Insights delegation's presence on the Davos agenda. One promising option is to create a cohort of companies, ranging from agencies to end clients, to support and amplify the investment in insights at the highest level of decision-making. 

See you next year in Davos! 

Joaquim Bretcha
Director General at ESOMAR