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  • Writer's pictureIn The Media


Updated: Jul 1

Tuesday 25th June 2024, Day 1, Ilex Europe Annual Conference, Amsterdam



It was pleasantly unexpected to discover on LinkedIn that Greenbook, Ilex conference organisers, selected Dr Lida Hujić’s presentation, ahead of the conference, to promote the event among the marketing professional community. They invited fellow marketers to “discover the ‘groundbreaking’ [the quote is the description of the model by a previous reviewer, sic] cyclical model that explains how idiosyncratic ideas become the norm, with 2024 marking a pivotal turning point”.

The event was a success all around with a summary by a delegate (Heineken's 'Gen Z Foresights and Strategic Insights' team posted on LinkedIn) worth highlighting:

'𝗜𝗜𝗘𝗫 𝟮𝟬𝟮𝟰- 𝘁𝗵𝗲 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝘆'𝘀 𝗯𝗲𝘀𝘁

Spending two days with the brightest minds in the insights industry was nothing short of inspiring.

𝗕𝗲𝘀𝘁 𝘀𝗲𝘀𝘀𝗶𝗼𝗻?

The sessions on cutting-edge technologies were enlightening. From advancements in data analytics to innovative research methodologies, the emphasis on integrating new tech to enhance insights was a game-changer.

Yet the most interesting for me remains the human factor. Dr Lida Hujić's session on the application of the Innovation Diffusion Theory in predicting trends was captivating. Following the session, I have delved deeper by reading her book “The 2.5%: Small Group - Big Influence” and have been mesmerized by the seeming predictability of human behaviour.'

Key takeaways:


  • Insight into the-first-to-know model that helps spot small signs of big change early on confidently   

  • Peep into the innovators who are driving the next paradigm shift in consumption  

  • Invitation to scale up this robust human-based model for AI predictive trend detection

This model will help you understand, survive and capitalise on the challenges of the next decade. To make good decision for the future, we need to understand the hidden influencers, for whom the future has already happened. But marketing hype relies on buzzwords and hot trends, not careful calculation. It’s time to deploy research disciplines to mitigate the risks associated with innovation. Dr Lida Hujić from TFTK Insight, Innovation, Culture helps us look forward and be future-proof. Taken from her book THE 2.5%: small group, big influence and follow Ilex Europe logo on this page to get a 25% discount for the book, expiring 31/7/2024 and watch out for the new white paper about the next big thing coming out in July!


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