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".
