In April of this year, the 5th annual Iconosphere – Iconoculture’s consumer insights extravaganza – will burst into life at the Eden Roc Renaissance in Miami Beach. Just like in years past, the not-your-mama’s conference focuses solely on consumers, highlighting the shifts that are shaping our culture and most keenly affecting marketers.
Don’t expect the chart-induced eyestrain and soggy pasta that’s de rigueur at typical industry events, though. At Iconosphere, the pool shimmers. The cocktails are sloshier. Best of all, curious people – members, Iconoculture strategists, colleagues – connect over inspiring ideas and shared challenges.
Stripped bare, what the event offers – what’s core to its value for those who attend – is the chance for marketers and researchers to unselfconsciously immerse themselves in the brainier parts of their jobs for a few days. It’s the opportunity to eject from the office, shove off day-to-day bureaucracies, and carefully consider and discuss where the culture is going, what consumers are really thinking, and what to do about it
We can even sneakily peek at the content debuting in April. A sampling of this year’s sessions include: Media maven-led monitoring of consumers’ relationship with mobile marketing; a close examination of Americans’ post-recession pragmatism; and a tour by our Team India through the twists and turns of the Indian consumer’s retail experience.
The ex-’sphere-ience is not at all conference-as-usual (attendees have been known to crowdsurf). In fact, it actually feels a little more like hot yoga for your consumer insights brain. Except air conditioned. And with cocktail shakers. And no physical exertion. Don’t bring a mat.