Asia Research held their “spring” breakfast seminars in Singapore and Jakarta in May and June 2014. Now a twice-yearly event, the seminars bring together clients and agencies in a knowledge-sharing and networking session. Unlike other market research events, the Asia Research breakfast seminars have a high attendance of client-side organisations, with market research buyers represented from FMCG, media, financial services, and ICT organisations.
“Culture Club”, the event in Singapore, featured speakers from 2CV, Flamingo, and SSI. Unusually for research conferences, the event featured a mostly local and female line-up of speakers, and examined the cultural issues that affect the practicalities and interpretation of market research – often issues overlooked in the more globalised research industry. Marianna Oh from 2CV won the best paper. She presented a case study on how market research can reach the very poorest members of society, with an example of research 2CV undertook with adolescent girls in developing countries and how they needed to navigate the cultural sensitivities when researching underprivileged consumers.
Preeti Varma from the Cultural Intelligence division of Flamingo presented a paper on how social media is now eliminating the former barriers of geography, with consumers learning more, sharing more of their opinions, and with it continually re-dontdontevaluating their needs. Such developments present new challenges for brands as they try to keep up in a faster-changing world.
The Jakarta event, “Inception to Fulfilment”, included speakers from Kadence, BDRC Asia, and Tapestry Works. Piers Lee, Managing Director of BDRC Asia, presented the results from the 2014 Research Buyer Survey, the annual survey of market research buyers in Indonesia. He compared and contrasted the dynamics of the research market in Indonesia with Singapore. Indonesia is still showing a lot of potential as the market continues to grow (albeit not as rapidly as before), and clients in this market are more progressive than ever, showing more interest in new market research methods and new research suppliers.
Rajiv Lamba, Deputy Managing Director of Kadence International, presented their neuroscience technology KWEB and how this can be applied to advertising testing. Neuroscience is sometimes seen as more academic than practical, but Kadence presented a case study for Danone Aqua on how they have used neuroscience in developing better advertising.
Complementing this paper was a presentation from Neil Gains on “marketing with the right emotions”. Advertising is often ineffectual because it is drowned by clutter and weak messages, but by identifying and using the right emotions in advertising, organisations can better communicate with their target consumers if they can find the right “brand story”.
Asia Research will hold their next Singapore breakfast seminar in October, and the next Jakarta seminar will be held in December.