Market Research Association – Yangon (MRA) set up with local market research agencies held its 5th Annual General Meeting on 27th August 2024 afternoon, Hybrid Event.
The Market Research Association held its 5th annual meeting on August 27, 2024. It was attended by Central Executive Committee members, MRA members, Myanmar Statistical Association (MSA) Chairman U Shu Kyein, Myanmar Business Executive Association members, and various research agencies in person. Representatives from the Myanmar Trade Promotion Organization, Central Statistical Organization, and UMFCCI attended the meeting remotely online, as well as professors from NMDC, and the ESOMAR World Research Asia Pacific Ambassador. Including guests, the meeting had 140 attendees.
Chairman’s Opening Remarks
MRA Chairman U Aung Min delivered the opening remarks, noting that since its inauguration ceremony in 2018, the MRA’s annual meetings have continued onto its fifth iteration, and the MRA’s two key objectives have been the growth and development of the market research industry and the enrichment of its researchers and employees.
ESOMAR, a World Research Organization, has been supporting the MRA’s commitment to knowledge and development of its employees, through trainings and workshops since 2014.
Early in 2020, the International Trade Center, which assisted in developing the National Export Strategy, also helped in creating the Myanmar Market Research Academy, by assisting in planning and proposals.
Development of Market Research Industry – Market research agencies had many struggles in the four years since the COVID epidemic. In the annual statistics that the MRA presents to ESOMAR, the market size estimates in 2023 remained well below that of 2019’s. While other countries managed to experience a recovery period, Myanmar’s continued negative growth represents a challenge to return to normalcy. Although the market size has shrunk, research agencies have continued to operate till now by sticking to their respective strengths and specialties, and they have their clients to thank for that. The MRA is committed to enriching and developing the skills and knowledge of researchers and employees.
Future Plan- The Central Executive Committee has been reformed for 2024-2026, and will perform their respective duties with the establishment of four working committees. In the future, there will also be new challenges to overcome. The MRA will continue its activities as intended as much as possible, and to reach clients and partner organizations more effectively. The chairman also stressed the importance of inter-agency collaboration and the invitation of consultants and agencies yet-to-be members for the development of the market research industry.
Annual Report
MRA Secretary Daw Mi May Phyu Phyu Sin delivered the annual report and financial statement. She listed the MRA’s achievements in recent years, starting with the MRA’s inauguration in 2018, the signing of the ESOMAR-MRA Partnership Agreement in 2019, renewal of the partnership agreement in 2024 and the MRA’s training and research initiatives. She also confirmed the list of CECs and activities for 2024-2026. To accomplish the MRA’s goals, four working committees are in the process of being established in the next two years. She concluded the first half of the general meeting by presenting the MRA’s financial statement, and continued onto the knowledge sharing session.
Knowledge Sharing Session
(a) KAP of Young People on Social Engagement in Seven States of Myanmar:
Mr. Patrick Meza, director of Myanmar Survey Research (MSR), began the first half of the knowledge sharing session by presenting “KAP of Young People on Social Engagement in Seven States of Myanmar”. This study examined people 700 people aged 18-35 living in all seven states of Myanmar, using a quantitative survey methodology.
Key findings – The study shines a spotlight on Myanmar’s mobile usage: 83% of respondents use mobile data to access the internet. From February 2021, Chin State (56%), Kayah State (40%), Kachin State (30%), and Kayin State (28%) showed a marked decrease in internet usage. Facebook is the most popular social media platform (95%), and Tiktok was mainly used for media access and engagement (57%).
Respondents (99%) preferred using mobile devices to access the internet. Entertainment and political news are the most popular types of content, and social media has an undoubted influence on news distribution. 78% of respondents regularly check and confirm the source of news, 76% was be cautious when accepting from unknown usesr, and 74% have locked their profiles. Awareness of community standards is still low, and there is a need to properly educate users.
Other notable statistics include: 85% were concerned about online harassment and cyber-bullying; 85% were also concerned about identity theft; and 84% worried about the spread of false information and malware. 84% also expressed the need to curb hate speech on social media platforms, and to nurture an inclusive digital environment accessible for everyone.
(b) ESOMAR Presentation;
ESOMAR Country Representative Ms. Marita Schimpl began the next segment of the knowledge sharing session, introducing ESOMAR’s Asia Pacific Ambassador, Mr. John Smurthwaite’s presentation, “A look into the Insights Industry”. The presentation explored ten years of development in the data and insights industry, including investment, end users, the digitization of society, technology, and their impacts on the industry. ESOMAR also shared their ESOMAR IN ACTION program.
(c) Consumer, Market, and Media Landscape;
MRA Vice Chairman U Thurein Nyein shared “Consumer, Market, and Media Landscape” for the third part of the knowledge sharing session. The underlying data was supported by Nielsen MMRD and NIQ MMRD.
The study presented Myanmar’s details about population, demographics, consumers, education, and income status. Factors influencing the market, prices, and changes in inflation were also illustrated. The consumption of consumer goods in Yangon, Mandalay, and other regions were compared – food products, alcohol, beverages, and cigarettes, and other goods were shown through 4-year trends. The use of traditional media versus digital media, and other interesting insights were shared throughout this presentation.
(d) AI in Market Research ;
Finally, Patron U Moe Kyaw presented “AI in Market Research”, sharing practical ways to use artificial intelligence software. AI can be used to create a presentation in a short amount of time. However, humans have to be smarter than AI by filling in the details, and to thoroughly check and correct AI if necessary. AI can also be used to create pictures, graphs, backgrounds, which can be beneficial for market research.
There was a Q&A session after the knowledge sharing event.
Closing Remark
MRA Vice-Chairman U Kyaw Hlaing delivered the closing remarks, thanking all attendees who participated online or in person, and also for everyone who gave a presentation for the knowledge sharing session. The MRA has been instrumental for the industry, and he strongly urged the MRA to endeavor towards becoming a nationally recognized association. He also served as the chairman for the MRA from 2020 to 2023 on two terms, and during that period, the MRA operated the best practice it could throughout COVID and political events. He would continue to serve as the vice-chairman in a new executive committee. He concluded the meeting by urging the MRA to invite new members to more effectively accomplish its mission and objectives, and also stressing the importance of collaboration among the MRA’s members.
Guests were served coffee and snacks, and a commemorative photo was taken. The MRA’s 5th general meeting was concluded successfully at 4:45PM.