By ESOMAR APAC Representatives
The Asia Pacific market research industry recorded a mixed performance for 2014 (according to ESOMAR’s Global Market Research report 2015), yet the future looks bright with an increase in Smartphone penetration and a rise in GDP for many countries. We asked the ESOMAR representatives in some of the APAC countries (China, New Zealand, Myanmar, Japan, Singapore, Vietnam, Thailand, India, Cambodia, Indonesia and Sri Lanka) what the challenges, opportunities and trends are in their markets.
By John Smurthwaite
Many marketing and research professionals believe that the use of SES (socio economic status) as an issue should be dead and buried. With the growing number of segmentation models being generated via digital path to purchase, social media, analytics and more direct niche targeting through an array of smart digital mobile devices, many will say that SES may seem an anachronism from the analogue past. So why are we reviving this topic once more?
While much of the talk about China is about slowing growth, WPP China CEO Bessie Lee highlights the increasing power of mobile in a market that’s still expanding.
By Jo Bowman
Bessie Lee is quick to set observers straight if they think the wheels have fallen off the China market. Yes, she concedes, the growth rate in the national economy has slowed to half what it was a decade ago. But with 6.5% GDP growth in 2015, that still puts most large economies in the shade, and makes China a huge powerhouse that’s still expanding.
Experts from a media network, a media measurement company and the US standards body, on the latest ways to measure audiences across devices
By Tim Macer
The continuing fragmentation of the TV market, with so many different ways to view media content today, plus the consumer’s growing tendency to hop from device to device, has left many tried-and-tested audience measurement methods wanting. In some cases, buyers were discounting what they saw as over-optimistic measures, which risked devaluing an entire industry. The difficulty in providing measures that media buyers and providers alike could accept is ironic bearing in mind that digital advertising, where things most got out of hand, came with the promise of the Big Data back-feed that broadcast TV always lacked.
This article highlights three prime movers who, in different ways, are pioneering more reliable audience measures that will work across the spectrum of devices at play today.