Interview: Evan Williams – UBER at MRMW APAC 2017

Related session at APAC MRMW 2017: Bits and Atoms – Balancing limitless data with human truths to generate insights

Uber as a company is fundamentally built on and driven by data. However, as we get scale, there are certain fundamental human truths we need to return to in order to do what is right for customers and stakeholders.

  • How Uber integrates data with research to bring a holistic voice of the consumer
  • Customer obsession: Why knowing the customer is not just imperative, it is an existential challenge


Evan Williams is the Research & Insights Director at Uber for the APACx region, spanning North and Southeast Asia. Heholds a Masters degree in Marketing Research from the University of Georgia in the USA and has been working in the field of Marketing Research and Analytics for the past 15 years across a broad set of geographies, including the past 10 years based in Singapore and Japan. His background covers several industries including Technology and FMCG and is focused on equipping companies with a customer-centric approach to business: building customer empathy, understanding their behavior and attitudes, and predicting their future actions. His philosophy of marketing is heavily rooted in the evidence-based research being done out of the Ehrenberg Bass Institute at the University of South Australia.

Evan is originally from the US and lives in Singapore with his wife and two small children.