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Researchers from around the world visit Lucerne
As part of this year’s IRIS meeting in Lucerne in May 2026, intervista organized an international research event. Researchers from California, Australia, Finland, China, and Switzerland came together to discuss social trends, consumer behavior, and the future of market research from various international perspectives.
As part of the IRIS network, which meets twice a year for professional exchange, intervista hosted this spring’s meeting in Switzerland. The event provided a platform for current research topics, new ideas, and personal exchange within the international research community.
The focus was on developments that are increasingly shaping companies, markets, and research worldwide—from social polarization and artificial intelligence to shifting trust in institutions and brands.
Social change is transforming markets and consumer behavior
This international perspective was also evident in the individual presentations: Ruth Bernstein of EMC Research spoke about current social developments in California and the tension between economic innovation and rising living costs. Issues such as the housing crisis, social inequality, data protection, and social trust have long since ceased to be confined to the United States alone; rather, they influence markets and consumer behavior worldwide.
David Donnelly of the Australian institute Instinct & Reason turned his attention to social developments in Australia. The focus was on long-term trends such as digitalization, loneliness, and demographic change.
It became clear that successful market research today must do much more than simply collect data. What is needed is an understanding of context, cultural awareness, and the ability to identify social changes at an early stage.
New Perspectives on Brand Research
The presentation by Juri Mäki of the Finnish institute Red Note on modern brand measurement and brand research also drew considerable interest. He highlighted how brand research is evolving in dynamic markets—moving away from static reporting toward more flexible analyses with a stronger focus on growth, market changes, and consumer behavior.
International cooperation opens up new opportunities
In addition to the technical topics, personal interaction within the international IRIS network played a central role. Particularly memorable was the presentation by two participants in the IRIS Exchange Program: Ten years after their international exchange, they met again in Lucerne and shared how that experience continues to shape their lives to this day.
During the closing panel discussion, the international speakers discussed the similarities and differences in research across various regions of the world. Despite cultural differences, it became clear that many challenges are similar on a global scale—such as dealing with artificial intelligence, societal changes, or new expectations of brands and companies.
The event in Lucerne demonstrated once again how valuable international collaboration and the exchange of diverse perspectives are for the future of market research. intervista would like to thank all speakers, guests, and participants for the inspiring exchange and the exciting international perspectives.
Nadja Zwahlen