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SXSW Interaction: Through Our Researchers’ Eyes.

Have you ever wondered what a room full of creatives, innovators, researchers, music lovers, techies and financial gurus would be like? Look no further than South by Southwest Interactive (SXSW). In March, our team was right in the middle of this crowd in Austin, Texas.

SXSW brings together individuals from across the world to discuss what’s next for consumers and businesses – and challenges them to drive innovation across all industries. Our researchers were excited to attend events that specifically addressed our areas of expertise: finance, health care and consumer-packaged goods. While they left with notepads full of ideas, the team wanted to share three key takeaways.


We know technology is touching every area of our lives, and the speakers at SXSW wouldn’t disagree. Whether presenting on the future of mobile banking or the importance of health monitoring devices, the conference made it clear that we live in an increasingly digital world. Speakers specifically focused on how these advancements can directly resolve consumer needs. Fintech and virtual reality took center stage.


Utilizing emotional narratives to fuel consumer product development was also a common theme. For example, Jeff Dachis, founder of diabetes care startup One Drop, expressed the need for direct patient interaction in the health care space. “By speaking with consumers, companies can better understand patients’ lives and make their product a crucial piece of their care,” he said. “If you’re just a piece of the puzzle, you’re not solving the puzzle. Talk to users about every part of their journey and where you can add value.”


Diversity in the tech space is often a theme at SXSW – this year more than ever. Sessions ranged from combating ageism to the impact LGBTQ people have on the workforce. Our team learned how data can create a better business climate for all people, legally and economically. By honoring stories, companies are able to create deeper connections. Writer Fawzia Mirza said it best: “We are telling stories every single day, and we love that feeling of sharing and receiving.”

Four full days of interactive sessions, panels and speakers left our researchers brewing with inspiration. Check back in May to learn what our creative team discovered at SXSW.

| Culture, Research

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