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

<p>Asia Market Intelligence took a stab at demystifying market </p><p>research at an educational seminar, which drew nearly 150 participants </p><p>from around the region, including the Philippines, Singapore and </p><p>China. </p><p><BR><BR> </p><p>Co-organised with media, the half-day seminar on April 3 provided </p><p>delegates with hands-on participation in a research project through </p><p>AMI's AcuPOLL demonstration. </p><p><BR><BR> </p><p>Participants punched away at keypads when polled about their views on </p><p>appropriate research methodologies, using the AcuPOLL, which is a </p><p>concept screening tool for product development. </p><p><BR><BR> </p><p>The seminar also addressed key elements of market research, from the </p><p>perspective of both clients and advertising agencies. </p><p><BR><BR> </p><p>Delegates were given an introduction on the different research </p><p>methodologies and what they're appropriate for, to the fundamentals of </p><p>providing a brief to a research agency, as well as how specific analysis </p><p>techniques add value to data. </p><p><BR><BR> </p><p>Speakers also discussed what clients should look for in a research </p><p>agency, and what evaluation criteria are used in the research </p><p>process. </p><p><BR><BR> </p><p>The speaker line-up included top AMI executives - Angela Leung, Steve </p><p>Murphy, Maz Amirahmadi, Brendan Shair, Ivy Cheung, Daisy Sam, Jennifer </p><p>Ding and Arthur Tam. </p><p><BR><BR> </p><p>Two guest speakers - Patricia Foong of OCBC Bank and Julie Ng of Euro </p><p>RSCG - also addressed the seminar. </p><p><BR><BR> </p><p>Ng, an executive partner at Euro, likened the brand-consumer </p><p>relationship to personal relationships, switching all mention of "target </p><p>market" in her presentation to "loved ones". </p><p><BR><BR> </p>