Asia Pacific in Focus
This session focuses on key strands that are emerging and taking place around the Asia Pacific region.
Session chaired by: Sue York
- What Women Want (Hint: It’s Not Hello Kitty)
Charlotte Wilkinson, Founder Hello Sister, Singapore
- The future of research reporting – A client-side perspective
Emma Gillingham, Consumer Insights Manager, Meat & Livestock Australia
- Memories of the Future: Foresight Driven Innovation
Manisha Dikshit, Founder @ Consumer Faces, Singapore
- Is this the death of customer satisfaction surveys for Government?
James Wunsch, Director of Social & Government, Faster Horses, Australia
- 5G: The Research Dream Scenario
Navin Williams, CEO MobileMeasure, China
Synopses
The future of research reporting – A client-side perspective
Emma Gillingham, Consumer Insights Manager, Meat & Livestock Australia
Recent studies conducted by NewMR have indicated the quality gap in perceptions between market research report creators vs. end users. This session builds on those learnings by exploring what is important to end users of research deliverables. What do clients value in reporting and deliverables, what are the key challenges to overcome? How do we better understand stakeholders and their needs? And finally, what implications does all this have for the creators of market research reports and deliverables in agency teams?
Memories of the Future: Foresight Driven Innovation
Manisha Dikshit, Founder @ Consumer Faces, Singapore
In disruptive times organisations cannot afford to be reactive. Instead we need foresight driven innovation i.e. more thoughtful consideration of long term change and its impact on business. So what may be a way to generate insights based on more future oriented learning?
For this, organisations need to create ‘memories of the future’. This means exploring the fringes of change so that organizations become more sensitive to the unfolding changes and can maximise the opportunity. It enables brands to understand changes that are taking place and to use this understanding to go from ‘change we see’ to ‘what this means’ to ‘what can we do about it’. This goes beyond being consumer focused to being market forces focused.
Using a case study this presentation presents a 5 step approach towards transformative innovation. It also provokes discussion on the mind sets needed for such a journey. Should we slow down to think of the future consumer?
Is this the death of customer satisfaction surveys for Government?
James Wunsch, Director of Social & Government, Faster Horses, Australia
Government agencies continue to spend significant amounts on primary data collection to explore customer or client satisfaction at either a transactional or broader service experience level. This data is then rightly used to identify insights into how the experience can either be improved or undertaken in a more efficient manner.
We believe the end of primary data collection for customer satisfaction is well within sight. Many Government agencies themselves – particularly those that deliver large scale services to the Australian community – are already drowning in data. Yet there remains a view that further primary data collection is needed to measure & understand the customer experience.
Recent advancements in AI technology will revolutionise customer experience tracking for Government agencies in the very near future. Advancements in sentiment analysis technology will see the vast amounts of passive data already held by Government – in both voice and written form – used to track customer satisfaction in close to real time. And not just using a sample of interactions or transactions – across every single interaction point. This will have significant time and cost advantages to Government, as well as ending the survey impost currently placed on time poor service recipients.