MANILA, PHILIPPINES – Digital technology is evidently emerging and evolving in the current society. Its importance in the modern-day market research is inevitably vital as it improves the acquisition of data and advancement in strategizing and analyzing the gathered information.
With the advent of digital technologies, the European Society for Opinion and Marketing Research (ESOMAR) in partnership with Marketing and Opinion Research Society of the Philippines, Inc. (MORES) conducted a conference last October 1 at Bayanihan JY Halls A and B titled “ESOMAR AND MORES: ALWAYS UNDER INNOVATION”, which highlighted the transformation of Market Research with the emergence of digital technology.
In a fast-paced and competitive field of market research, one must learn how to easily adjust and be flexible with changes and innovations. In her opening remarks, Ma. Evelyn V. Aguilar, President of MORES, emphasized that the advent of digital technologies is a challenge to all researchers and analysts to gather, interpret, and transform data into valuable information at a speed faster than the usual rate.
“Digital media is inspiring many new forms and ways of conducting customer research which businesses are embracing with passion to obtain more insights,” Aguilar highlighted the importance of adapting to changes in market research. “Digital research methods are welcome additions to the market research tool box, complementing more traditional forms.” She added.
The innovations in acquisition of data and transformation on how to use, position, and strategize using the available data are defined as imperative. Aguilar further explained that with the help of technology, companies can today analyze data real-time to be more competitive.
To provide learnings and more valuable customer insights about innovations on technology and methodology for the industry, MORES and ESOMAR, in partnership with Market Research and Digital Companies, invited respectable and industry-renowned speakers to tackle different market research-related topics such as Redefining Active Listening through machine learnings, which explored the science of statistical models or algorithms without being explicitly programmed.
Several discussions relating to What Market Research Siri Can Learn From, E-Commerce conversion through Smarter Use of Product Images, Marketing Research Possibilities and Digital shifts in 2020, were also presented to introduce different key factors that drive change in the industry.
Prominent speakers who imparted their knowledge in the market research industry are Roland Leung (Managing Director, Datality Lab-HK), Daniel Soh (Client Development Manager Profiles Division SEA, Kantar Singapore), Robin de Rooji and Samuel Coleman of SKIM (Senior Director and Senior Manager respectively), Bas A. Fransen (CEO, Ecomatcher), Daisy Yu (Executive Director, Nielsen), Lester Sualog and Cheng Wee Wang of System 1 (Research Managing Director and Associate Director respectively), Kishore Parthasawarthy (Marketing Science Lead, SEA Facebook), and John Smurthwaite (ESOMAR Ambassador).
Invited researchers and analysts were also enlightened about AD effectiveness based on learnings coming from experiences of Asia Pacific Brands. It was also then expounded that these changes and new trends are important in knowing the role every innovation has to play.
“Let us be reminded that the most critical aspect of innovation is looking beyond the allures of technology.” Aguilar emphasized by the end of her speech. “Most importantly, it is how the results of these insights can be applied for business practices and growth strategies,” She then concluded.
The conference was led by Esomar Ambassador Mr. John Smurthwaite, Esomar Country Manager and Head of PSRC Mr. RJ Esteban of PSRC and was attended by distinguished guests such as Country Heads and Managing Directors of Research Agencies such as Mr. Patrick Cua of Nielsen, Mr. Gary Ocampo from Kantar, Ms. Marie Lee from IPSOS, and Ms. Elena Lam of IQVIA.
