IIEX APAC 2024 – The Future of Consumer Insights in APAC

By Colin Wong – Expert Channel Host, Focus on APAC


The IIEX APAC 2024 (Insight Innovation Exchange Asia Pacific) conference is renowned for its cutting-edge discussions, fresh insights, and forward-thinking strategies in market research and building consumer awareness. Held annually, the 2024 edition of IIEX APAC continued its tradition of excellence, providing a platform for industry leaders, researchers, and professionals to collaborate and explore the latest trends shaping the market research industry.

This year’s IIEX APAC was hosted once again in the vibrant city of Bangkok, known for its dynamic business environment and technological innovation. The venue provided an ideal backdrop for the conference, fostering an atmosphere of creativity and cooperation among attendees. With state-of-the-art facilities and ample networking spaces, participants found themselves engaged in lively discussions and valuable interactions throughout the event.

”IIeX Asia Pacific is teeming with fantastic speakers, each overflowing with innovative ideas on using technology to capture insights while refining soft skills and practical approaches. It’s not just an opportunity to network; it’s a chance to reconnect, expand your knowledge in cutting-edge technology, and become part of a warm and welcoming community,” said Dr. Nicha Tanskul, President of the Thailand Market Research Society and Managing Director at Custom Asia.

The conference covered a diverse range of topics, reflecting the evolving landscape of market research in the Asia Pacific region, and also beyond.

Key themes included:

AI Integration:

Sessions delved into the transformative power of artificial intelligence in driving actionable insights with human intervention. Speakers described innovative techniques for leveraging data to understand consumer behaviour, optimise marketing strategies, and anticipate market trends. The integration of artificial intelligence into market research helps innovate and speed up the process from ideation to validation. It highlights practical AI applications, where researcher-as-human can utilise these tools to leverage real-time consumer feedback to enhance innovation efficiency.

Digital transformation:

Speakers talked about integrating digital technologies and strategies across various aspects of their organisation to fundamentally change how it operates and delivers value to its stakeholders. Through aligning company priorities, it helps to delineate the digital transformation roadmap. Digital transformation can also enable faster, easier and deeper understanding to develop better innovations.

Innovation and Qualitative Research:

Percival Pastrana from Mondelez International challenged the audience on why high innovation performance is a culture and basic skills question—not an advanced tool. He further emphasized how innovation teams can deliver better results by sticking to (and getting better at) the basics; one being looking at rebuilding qualitative research. His conclusion was built on which consumer research approaches best build empathy, not just intelligence.

Panel Discussion:

It was probably the highlight of the conference with an all-female leader panel from leading brands in the region including Mai Marcelo from Globe Telecom, Katherine Mendoza from Haleon and Fitria Sabaruddin from Gojek. These empowered female leaders emphasised the significance of grasping the complexities of the reading ecosystem. They explored how brands interpret this ever-changing terrain, noting the essential requirement for a comprehensive strategy for consumer engagement.

Through harnessing internal data, we scrutinized the complex phases extending from the initial adoption stage to the crucial path towards retention. This conversation truly showcased the evolving story of consumer interaction, prompting us to reconsider our strategies and cultivate more profound connections.

In addition to the insightful sessions, the other significant takeaways included going back to basics with empathy, mastering the art of storytelling and Meta’s open-source marketing mix platform.

I’m extremely grateful to be part of this industry and thankful for the opportunities provided by GreenBook from Lukas Pospichal and Karen Lynch. I am also thankful to Claudia Siregar, the Co-Founder of Asia Research Media for her continuous support and collaboration with both myself and GreenBook in supporting the APAC insights industry.

Overall, IIEX APAC 2024 proved to be a resounding success, providing a compelling blend of thought-provoking discussions, practical insights, and invaluable networking opportunities for market research professionals across the Asia Pacific region.

As the industry continues to evolve, events like IIEX APAC play a very important role in shaping the future of market research and driving innovation in consumer insights that impacts all organisations. As quoted by Mai Marcelo: “The future of APAC’s consumer insights is BRIGHT”.

Save the date for the return of IIEX Asia Pacific — February 18-19, 2025 in BangkokGet Updates (URL: https://hubs.ly/Q02qcytz0)

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