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

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 ESOMARJoaquim Bretcha is the Director General of ESOMAR and an Economist at Universitat Autònoma de Barcelona. As a longstanding member of the ESOMAR Council, he has significantly contributed to the creation and expansion of the International Business Unit at Netquest since 2010. These roles ensure his constant involvement with the international market research community and keep him up-to-date with the latest industry developments.
Previously, Joaquim has held several key positions including Director of Marketing and Purchases at Auchan supermarkets in Spain, Retail Director at Kantar Worldpanel Spain, and Merchandising Director at Carrefour supermarkets in Spain. More recently, he co-founded the NGO "Health us Nepal" which aims to improve healthcare in the remote region of Humla, and he has shared his experiences as a TEDx speaker in England.
Joaquim's motto during his ESOMAR presidency, "Building bridges," reflects his commitment to connecting people and businesses to foster progress. His extensive background defines him as an experienced international manager with expertise in the data, insights, and market research industry. He is a strong business development professional with skills in negotiation, sales, public communication, team engagement, and management.