AMI and media's Basics of Market Research Seminar 2001 - AMI takes mystery out of market research

Asia Market Intelligence took a stab at demystifying market

research at an educational seminar, which drew nearly 150 participants

from around the region, including the Philippines, Singapore and

China.

Co-organised with media, the half-day seminar on April 3 provided

delegates with hands-on participation in a research project through

AMI's AcuPOLL demonstration.

Participants punched away at keypads when polled about their views on

appropriate research methodologies, using the AcuPOLL, which is a

concept screening tool for product development.

The seminar also addressed key elements of market research, from the

perspective of both clients and advertising agencies.

Delegates were given an introduction on the different research

methodologies and what they're appropriate for, to the fundamentals of

providing a brief to a research agency, as well as how specific analysis

techniques add value to data.

Speakers also discussed what clients should look for in a research

agency, and what evaluation criteria are used in the research

process.

The speaker line-up included top AMI executives - Angela Leung, Steve

Murphy, Maz Amirahmadi, Brendan Shair, Ivy Cheung, Daisy Sam, Jennifer

Ding and Arthur Tam.

Two guest speakers - Patricia Foong of OCBC Bank and Julie Ng of Euro

RSCG - also addressed the seminar.

Ng, an executive partner at Euro, likened the brand-consumer

relationship to personal relationships, switching all mention of "target

market" in her presentation to "loved ones".