IIEX APAC 2025: AI, Nostalgia & The Future of Consumer Insights — Key Takeaways from Bangkok

Bangkok was buzzing as IIEX APAC 2025 brought together the brightest minds in market research, consumer insights, and innovation. Hosted by Greenbook, the event tackled AI-driven research, rethinking consumer segmentation, product testing innovations, and the future of insights.

With thought leaders from Mercedes-Benz, L'Oréal, Mondelez International, Merlin Entertainments, Haleon, MMR, and more, one message was clear: market research is evolving faster than ever, and brands must adapt or risk being left behind.

Missed it? Or just want the biggest takeaways? Here’s what’s shaping the future of consumer insights—and what it means for your brand.

AI Is Here to Stay—But It’s Not a Replacement for Humans

It wouldn’t be a 2025 insights conference without AI taking center stage. But this year, the conversation shifted—from AI as a disruptor to AI as an amplifier of human intuition.

Key AI Takeaways

• "AI is evolving—this is the worst it will ever be." – Milind Gaharwar (Mercedes-Benz AG) underscored that AI will only get smarter, faster, and more precise, meaning businesses must adapt now to stay competitive.

• AI Fatigue Is Real—But There’s a Fix. Meelis Tomson, an AI consultant, acknowledged the exhaustion around AI’s omnipresence. His advice? Stop resisting it—use it strategically to enhance productivity.

• AI + Human Intuition = The Winning Formula. AI can analyze massive datasets at unprecedented speed, but it lacks emotion, creativity, and strategic context—the very things that make insights valuable. Gojek’s Aqila Mazi and Musyafa Syahbid reinforced that the future of insights isn’t AI vs. humans—it’s AI + humans.

What This Means for You:

✔ AI is no longer optional—adopt it now.
✔ Automate repetitive tasks but preserve human-driven insights.
✔ Don’t use AI just for the sake of it—make it work for you.

Forget Generational Labels—Life Stages Matter More

For years, marketers have relied on generational segmentation (Boomers, Millennials, Gen Z, Gen Alpha). But is it really effective?

Why Life Stages Make More Sense

“Generations are just labels. What matters is life stage.” – Dave McCaughan (Bibliosexual) argued that broad age-based categories miss the nuance of evolving consumer needs.

A More Meaningful Segmentation Approach:

• Identity Builders – Young adults carving out their paths.

• Career Builders – Mid-career professionals balancing work & life.

• Family Builders – Parents & caregivers with evolving needs.

• New Life Builders – Retirees, career changers, & fresh starts.

Why This Shift Matters:

✔ Consumers don’t fit neatly into generational boxes—a Gen Z graduate doesn’t have the same needs as a Gen Z new parent.
✔ Life-stage segmentation is more predictive of behavior than broad generational labels.

Nostalgia Marketing Is More Powerful Than Ever

Consumers love a good throwback—but nostalgia marketing isn’t just about looking backward. It’s about creating emotional connections.

How Brands Are Using Nostalgia to Drive Engagement

"Nostalgia is an incredibly powerful tool—but only when done right." – Grant Bertoli (Marketbuzzz) & Jerome Hervio (Stamina Asia) emphasized the need for authenticity in nostalgia-driven marketing.

Brands Are Leveraging:

• Retro branding & packaging – Think Pepsi’s throwback cans.

• Sensory nostalgia – Smells, sounds, and textures that trigger memories.

• Emotion-driven storytelling – Bringing back childhood favorites with a modern twist.

How to Use Nostalgia Marketing Effectively:

✔ Know your audience—not all generations connect with the same references.
✔ Be authentic—forced nostalgia feels gimmicky.
✔ Think multi-sensory—brands using sound, smell, and touch are winning big.

Smarter, Faster Product Testing for an Innovation-Driven Market

Beyond consumer connection, brands also face pressure to ensure their innovation cycles keep up. That’s why product testing strategies are evolving.

At IIEX APAC, Toey and Tasneem from Product Hub, powered by MMR, discussed how companies are rethinking their testing strategies—moving away from rigid models toward more adaptable, insight-led approaches that keep pace with change.

How Brands Are Rethinking Product Testing

✔ Using Multiple Testing Methods – Combining sensory research, consumer insights, and competitive benchmarking for a more complete view.
✔ Prioritizing Meaningful Insights – Designing tests that go beyond validation to help refine and optimize products.
✔ Balancing Speed and Substance – Finding ways to test efficiently without sacrificing research quality.

With the demand for faster innovation and stronger consumer connections, brands that adapt their testing strategies will be better positioned to create products that resonate in a competitive market.

The Future of Insights Requires Future-Back Thinking

One of the most thought-provoking sessions came from Percival Pastrana (Sanofi Consumer Health Care), who introduced the concept of Future-Back Thinking—building research strategies based on where the industry should be in 10 years, rather than where it is today.

How to Apply Future-Back Thinking

"Don’t wait for perfect conditions—build the plane during takeoff." – Waiting for the right moment can kill innovation.

Key Questions to Ask:

• What doesn’t exist yet—but should?

• Are we reacting to change—or driving it?

• Do our teams feel safe enough to explore bold ideas?

Why This Matters:

✔ The best insights don’t just predict trends—they help shape the future.

Final Thoughts: What’s Next for Market Research?

As IIEX APAC 2025 wrapped up, one thing was crystal clear:

AI isn’t just a tool—it’s an essential collaborator.
The best insights will come from AI + human intuition.
Automation is powerful—but emotional intelligence remains irreplaceable.

The research world is evolving at lightning speed. The brands that embrace AI, rethink segmentation, and harness nostalgia will lead the way.

What to Do Next?

✔ Audit how AI is being used in your research workflows.
✔ Shift from generational to life-stage segmentation.
✔ Use nostalgia authentically to connect with your audience.
✔ Test new products strategically—don’t leave innovation to chance.

The brands that embrace these shifts will be the ones defining the future of insights. The question is—will yours be one of them?