Asia Pacific continues to be an engine of global economic growth despite its odd short-term ups and downs. In APAC, the demand for actionable, evidence-based data and insight remains strong. Data and insights professionals are accelerating innovation and transforming the industry rapidly using new technology and methodologies.
New Challenges
The new decade has kicked off with unique challenges posed by the coronavirus outbreak. This has impacted China and beyond, both in terms of economy and consumers’ lives. The research industry has been quick to share how consumers have adapted, both by using surveys as well as behaviour and big data tracking. While travel and tourism, logistics, manufacturing and luxury goods have been predictably negatively impacted, there have been winners as well. People stuck at home have been consuming more online entertainment and shopping using ecommerce; online apps are being used for cooking lessons, to working out at home and to consulting doctors. The sales of hand-wash, disinfectant wipes, masks, multivitamins and all sorts of things to do with enhancing immunity and protecting oneself have taken off, including turmeric from India, which is supposed to have medicinal properties!
Winners and losers
The impact to the research industry is not yes obvious, however as is the case of different sectors and categories there are winners as well as losers. Face-to-face research is down, but agencies and clients have been agile about moving to online and mobile, not just for quantitative surveys but also for qualitative, using tools like Zoom and online communities. That said, there will be an overall downward pressure on the business at least in Q1, and clients’ procurement departments will look to save costs while getting as much value for their dollar (or rupee!) as possible. While some of these changes were happening anyway, the coronavirus crisis will arguably accelerate these with clients and agencies sticking to these new agile digital and online solutions, even after the pandemic passes. For young professionals and millennials joining the research industry, this is potentially a positive outcome with automation of routine tasks resulting in liberating time for more creative and value added tasks and more time immersed in the clients’ business issues rather than just the “doing” of the research.
D.R.I.V.E philosophy
At this year’s ESOMAR Asia Pacific conference in Delhi, we are using D.R.I.V.E. (Data, Research, Insights, Vision, Excellence) as the philosophy to reflect on the past, track progress today and drive growth for the future. So, what does D.R.I.V.E. mean in the context of the data and insights industry?
- DATA: The Artificial Intelligence drive
A far greater utilisation of artificial intelligence in delivering consumer insight and customer experience at speed and scale, plus better interpretation of consumers’ non-conscious thinking and its role in brand perceptions and engagement.
- RESEARCH: What drives the shopper?
From micro-segment recruitment on mobile, to identifying path to purchase by using passive data, to tracking O2O purchase behaviour – shopper research has evolved significantly with technological innovations.
- INSIGHT: Indiaspiration to drive brand growth
Predicting trends, linking brand equity to pricing strategy, Indian insights professionals will share scientific techniques that drive competitive gains in both the short and long-terms.
- VERSION: The drive to create a better world
Sustainability is shaping global business. Research experts are packaging insights for a three-way win (consumers, brand and planet) to call for behaviour change. The need to understand the nuanced social issues driving people’s behaviour is critical in Asia. We will look at how can purpose be “done right” in Asia?
People are always the core focus in market research industry. Attracting and training the next generation of insights professionals is critical, especially in a talent scarce market like Asia Pacific where many professions are competing for the best and the brightest. Our mission is to drive talent development in Asia to take our growth one step further.
- EXCELLENCE: Masterclasses – how to drive growth?
Make sure you do not miss the opportunity to join masterclasses and interactive sessions delivered by insights experts for tips on recipes for success, and growing fast in the research industry.
We welcome world-known brands and companies from Asia Pacific and beyond, as they take to the stage to share their knowledge and experiences of a modern data and insights ecosystem. Join over 600 top insights influencers, business leaders and market research enthusiasts for three days of thought-provoking, evidence-based learning with a focus on AI, new technologies and innovative techniques to drive growth.
From tech talks to in-depth masterclasses, micro-stories to debates, you will return home:
- Inspired by the brightest regional and international minds, and
- Connected with a network of new business partners.
This is your opportunity to DRIVE the region’s research, data and analytics industry forward.
Lynn Zhang
Asia Pacific 2020 Program Committee Chair
To register for ESOMAR’s Asia Pacific 2020, taking place in New Delhi 28-31 March, please go to this page
