The new February edition of IAB Discovery places the focus on market research, highlighting its role as an important tool for making more informed, confident and efficient business decisions. It is a continuous educational format that each month opens a new topic relevant to the digital market through expert insights, examples of good practice and dialogue with the industry, with the aim of strengthening knowledge and further developing the digital economy in Croatia.
The central event of the February edition of IAB Discovery will be held on Monday, 17 February from 16:00 to 18:00 at Urania in Zagreb, focusing on the practical role of market research in contemporary business. The programme is designed as a combination of expert insights, concrete examples and discussions that show how data can be turned into relevant business decisions, from their proper reading and contextualisation to their concrete application in practice.
In an environment that is becoming increasingly complex, high-quality research and proper data interpretation are becoming ever more important for understanding the market, user behaviour and identifying growth opportunities. These very issues will be addressed by the event programme, structured through shorter, focused segments of around 20 minutes, prepared by members of the Research Hub Working Group: Senka Brajović and Helena Erceg (Improve Research & Analytics), Vida Cencič and Matej Sever (IPSOS Croatia), Jelena Halić and Viktor Jonjić (AGB Nielsen Audience Measurement Croatia), Nika Mutić and Josip Tvrtković (Valicon).
In the segment “IAB Research Hub Insights: How Market Research Is Used (And How It Could Be)”, Jelena Halić, Vida Cencič, Nika Mutić and Senka Brajović will present research findings on how market research is currently used in business practice and where there is room for additional value. The panel “Discussion: Research That Drives Better Decisions” brings a conversation on examples of good research practice and the role of reliable data in making quality decisions, with participation from Vida Cencič, Alen Stevanović (RTL), Antonija Perica (OTP Bank), Ivan Jurković (Saponia), Maša Ivanov (Bruketa&Žinić&Grey), and Vjeko Srednoselac (dentsu Croatia).
The final part of the programme, “What’s Next in Market Research?”, focuses on the future development of market research and the changes shaping the profession. These topics will be addressed by Josip Tvrtković and Helena Erceg, with an emphasis on how new methodologies enable faster, smarter and more efficient marketing decisions.
After the official part of the programme, informal networking among participants is planned, providing an opportunity to exchange experiences and continue discussions on the role of research in contemporary marketing. Participation is open to all interested attendees with prior registration.
