IIeX Asia Pacific: The Future of Market Research
Earlier this December, our Singapore team were privileged to attend the IIeX Asia Pacific 2019 Conference in Bangkok – the ground for multiple inspiring topics on The Future of Market Research. It was an excellent event where both new players and familiar faces came together to discuss the future of the ever-evolving industry that is Market Research.
The technological evolution in Market Research
It was a riveting couple of days for Market Research as some truly bold and bright minds took the stage to share their visions of the future for insights. In current times, talk of technology is synonymous with the evolution of Market Research. Artificial intelligence, automation and even virtual reality are no longer merely distant ideas, and the implications to the insights and analytics industry, and what must they look towards in order to stay current with their clients and consumers, cannot be underestimated.
As Charles Darwin would say, “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change”.
Combining marketing with technology
A number of speakers at the conference illustrated how companies should embrace technology (a constantly changing and difficult beast to deal with in the best of times) into their marketing efforts.
In an extremely relatable example, Bobble AI captured the trend of messaging apps surpassing social media in APAC, and consumer intent stemming from conversations. Building on this knowledge, the company created a white-label keyboard that is easily integrated and customisable for brands to strengthen their customer engagement across app and social media. Since more consumers are spending more time on their mobile phone keyboards, more companies could seriously consider having their brands be advertised in the messaging app space!
In a similar vein, Cint and Zappi talked about how companies with human/machine collaborations are creating larger outcomes when compared to competitors who may focus on either aspect in its own space. The speakers encouraged Market Research companies to take advantage of automation to reduce the tedium of repetitive tasks and focus on more creative development.
As a leading provider of high quality and rapid turnaround translation services to the Market Research industry (as well as other industries) in Asia Pacific, Language Connect is investing in technology to further their capabilities and better meet our clients’ needs. One of the most requested developments among our global Market Research clients is a fast and cost-effective way to translate and code open-ended questions and verbatim. Language Connect is investing heavily in this space to develop an AI-based solution for our clients that will be launched in the very near future.
To find out more on how Language Connect can take your Market Research to new markets, reach out to an expert today!