IRIS Fall 2025 Meeting: Mexico City

Tony Coulson reflects on the IRIS Fall 2025 Meeting in Mexico City where global researchers explored AI, culture, and innovation in market research.

Posted on: Thursday Oct 30th 2025

Article by: Tony Coulson

Mexico City: proud, hospitable, modern, ancient, and spicy.

I had the privilege recently of joining colleagues from around the world at the IRIS Fall 2025 meeting in Mexico City. The meeting was expertly planned and hosted by the team at Lexia, the IRIS member company in Mexico.

The opening day featured a workshop on anthropology and ethnology – which was explained as a way of being in the world that requires the researcher to arrive with a blank page and an open mind. Not only did we have classroom time, but we went to the streets to observe culture and symbols. The group I was part of was looking for brooms, and for snacks, out in the world.

Sweeping in Mexican culture is more than a physical act of cleaning; It also represents a spiritual cleansing. Brooms are seen everywhere in Mexico City and a morning sweep in front of a home or store or an afternoon or evening sweep before opening a restaurant or club seems universal – both for cleaning and to remove negative energy or spiritual debris.

Snacks range from the traditional (corn, fruit, etc.) to the modern (dori-locos anyone?) and are found everywhere from push- or bicycle-carts to brand name convenience stores. We also sampled a lovely mezcal along the way.

The next two were conference days with many presentations covering a range of topics. The conversations covered:

1. Artificial Intelligence (AI):

Several presentations touched on applications of AI for improving the efficiency of our work and for corporate activities such as marketing and sales. Not only can AI quickly provide standard outputs for researchers, but pitches and decks can also be expedited using these tools.
We also touched on the critical topics of self-regulation of AI in the absence of legal frameworks, and the need for information protection – the importance of private AI to safeguard sensitive data and information.
We were reminded that the value that we as consultants will bring in an AI powered future is the interpretation of what the data and information we gather means for our clients – the so what that solves their problem or advances their cause. It was argued that “business” knowledge will matter more than methodological expertise in the future. We were also challenged to think about what we might invent with AI to meet a demand that will exist in the future.

2. Tools/Techniques:

We heard about applications of LEGO® Serious Play® and StrongSuits for Market research. We were told how LEGO® Serious Play® unlocks subconscious beliefs through model building while StrongSuits surfaces behavioral traits and values through structured card play; Both leading to hidden truths, but in different ways. We were advised of the need to adapt these tools rather than adopt them off the shelf – adaptations to suit the research application and the cultural context must be considered.
We saw a case study of working with a well-connected high-end event planner to host a dinner for ultra-high net worth individuals during which a group presentation was made followed by moderated at table discussions. Titled “Preference Pulse Dining” (rather than focus groups), this approach met the client objective in a timely manner. The “participants” viewed the event as an opportunity to meet and network in a luxury social setting.
Other presentations talked about evolving existing methods to add value to clients – incremental changes based on long-term understanding of the client needs and wants. Leveraging knowledge from the relationship to improve the product or service, to strengthen the relationship and build loyalty.

3. Agency/business:

Several presentations touched on agency business from an internal perspective. In one instance we heard how EOS enabled significant progress at a well established company by creating a shared vision and aligning people, systems and processes to solve problems and improve the business. We also heard a case about diversifying business by defining the offering and documenting services and products to enable active marketing. Another case summarized a member’s work to reposition itself to remain relevant. The positioning effort informed decisions about messaging to the market, hiring, storytelling, and culture – providing a foundation to guide future communications.
We also received a great presentation on Account-Based Marketing, an approach to B2B marketing that focuses on systematically understanding a short-list of key clients or prospects and developing a set of actions to develop or deepen relationships – bringing them new ideas and information. This is done by creating customized and relevant marketing plans for priority clients, to earn engagement and eventually trusted advisor status.

Members also discussed IRIS itself, concluding that the true strength of the network is the wide and varied expertise of the members, complemented by global reach. If you have a question about nearly any market, or opinion, research related topic, expert answers can be found within the IRIS network.

Over and above the work, our hosts organized visits to some of Mexico City’s key sites: Templo Mayor Museum, Calmecac, Zocalo, Monument to the mother, Monument to the revolution, Postal Palace, and others. Many many thanks (muchas gracias) to Laura Velamazán, Guido Lara, and the rest of the team at Lexia.

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