(Insights and trends from ESOMAR APAC knowledge sharing)
The Market Research Association has conducted its knowledge sharing session. CEC member Dr. Thuta Aung, Secretary Mi May Phyu Phyu Sin, and member U Ye Win Aung attended the ESOMAR APAC 2024 IGNITE Conference held in Bangkok from November 6-9, 2024. On November 30th 2024, there were 120 attendees, both in-person and online, present at the knowledge sharing session to share the insights and trends gained from the ESOMAR conference.
MRA Chairman’s Opening Remarks
In his opening remarks, MRA Chairman U Aung Min reiterated that the MRA held its 5th annual meeting in August this year and also held a knowledge sharing session and planned its future activities in the coming year. This includes updating the official MRA websites and starting the MRA newsletter in November, which contains the latest developments and trends in market research. The newsletter is available at www.mrayangon.com.
Currently, utilizing AI technology can reduce manpower, time, and cost, and can open new ways of marketing. To take full advantage of this technology, in the future, there will be a growing need for AI-related skills, not only for market researchers, but also in related industries as well. The MRA chairman hoped that the knowledge sharing session will contain important insights, developments, and discussion for all parties involved.
Chairman also expressed thanks to Ms. Marita, ESOMAR Representative for her continuous support to MRA.
ESOMAR Representative
ESOMAR representative Ms. Marita Schimpl attended the knowledge sharing session in person and in her remarks, explained the objectives for the ESOMAR conference, and thanked the MRA’s members who participated in person. She further spoke more about the increasing usage of AI technology and its benefits.
Sharing Knowledge gained from ESOMAR APAC
Insights from the ESOMAR APAC Conference 2024
MRA Secretary Daw Mi May Phyu Phyu Sin presented Insights from the ESOMAR APAC Conference 2024 during the MRA’s Knowledge Sharing Session, shedding light onto important technological changes and its practical applications in the industry.
Key Themes
1. Pushing Innovation and Creativity to Build Meaningful Connections
2. Innovation in Market Research
Here are some highlights on new developments with the Market Research Industry.
- AI and Machine Learning
- Behavioral Data and Neuromarketing
- Data Visualization and Storytelling
- Remote and Mobile Research
3. Advanced Consumer Behavioral Insights
Developing effective strategies is essential for gaining a deeper understanding of consumer behavior.
- Predictive Analytics
- Neuromarketing
- Behavioral Segmentation
- Contextual Analytics
4.Sustainability as a Business Strategy
The topic of sustainability as a key part of business strategy and a driving force of growth was also discussed during the conference.
5. Global and Regional Perspectives
The conference also shined light on global trends and gave information on the Asia-Pacific Region for the Market Research industry. Business strategies that focus long-term on consumers are a necessity for businesses that operate in regional markets and need a competitive advantage. With creativity and innovation, regional market needs can be met and can bridge global boundaries.
( Detailed can be seen in the Newsletter page)
Key Takeaways: Preparing Myanmar Youth for Changing World
Dr. Thuta Aung, Central Executive Committee Member of Myanmar Research Association and CEO of HamsaHub Consulting, delivered a presentation titled “Preparing Myanmar Youth for Changing World”. The talk emphasized the essential skills that young people require in this global mobility age and the requirement to apply Artificial Intelligence (AI) for personal and professional growth by demonstrating the real-life examples.
He said that in the fast-paced global mobility era, it’s important for young people to understand Artificial Intelligence (AI). And he continued that he would share the insights gained from ESOMAR Conference on how to enhance the application of AI (ChatGPT) beyond basic reference searches.
He emphasized that communication skill, emotional competency, networking skill, decision making skill (AI can only provide options and it’s human who make the decision) and sense-making abilities (for example, only researchers can determine the validation of data and information) are irreplaceable by AI.
He concluded his presentation by advising Myanmar youths to prepare not only for local competition but also for global rivalry, and by emphasizing that whether to apply AI for career growth or risk the career to be overtaken by AI solely depended on individual choices.
(Detailed can be seen in the Newsletter page)
AI’s Impacts on Collaboration and Insight in Market Research
Eric Ye Win Aung, Research Manager, MSR, Member of MRA presented The Power of Big Data; Micro-segmentation and Personalization; Gamification in Data Collection and he encouraged to expand research to include Non-traditional research.
