Tim Balbirnie, Synovate's CEO Asia Pacific, talked about Asian MR in the October 2005 edition of MRWho. Tim was born in Thaliand, brought up in Kenya, and studied in Ireland. His research career has spanned 20 years, the last 15 of which have been in Asia.
'Market research globally is a fluid and dynamic industry that is quick to adopt new technologies and grow in response to clients' requirements. Nowhere is this more apparent than in Asia Pacific. Over the last 15 years, I have seen the region's industry grow into the thriving, sophisticated business it is today, overcoming many challenges to achieve this. While recessions may not be regionally unique, many barriers the industry faces in Asia Pacific are of a distinctly different nature from those that our colleagues in Europe and the United States have to tackle.
Economic and cultural background
There is a huge diversity between the various countries in the region in terms of the level of their economic development. On the one hand, we have the economic giant of Japan and the developed economies of Korea and Australia, while on the other we have developing economies like Vietnam, Cambodia and the Philippines.
There are also vast differences from a cultural perspective. Asia Pacific encompasses the western nations of Australia and New Zealand, the 'east meets west' of Singapore and Hong Kong, and the unique countries of India and China that contain immense cultural differences within their own borders. Added to this mix are different religions - from the world's largest Muslim nation in Indonesia to a Catholic Philippines, Hindu India and the Shinto and Buddhist Japan.
This diversity poses challenges for market research in terms of both the structure of regional offices and the research methods that can be used. In Singapore and Hong Kong, for example, Synovate operates from one large office. By contrast, we have twelve offices in India and five in China - partly to deal with the different cultures within these markets.
Because market segmentation is far more complex than in Europe or the USA, researchers often need to use mixed methodologies to reach the right people. This may involve using telephone interviews to collect the views of wealthier people in the main cities such as Bangkok and Jakarta, supplemented by face-to-face interviews in more rural areas. In the Philippines, Synovate field staff found they had to hire motorcycle taxis and follow targets to collect data.
From a very positive perspective, the unique nature of research in Asia Pacific encourages creativity. Each project needs to be approached with an open mind and a curious nature and an awareness that what may at first be a problem can often lead to better outcomes for less cost. This makes for a dynamic and rewarding working environment.
Harnessing technology
Notwithstanding these challenges, or possibly because of them, change in the Asia Pacific market has been rapid, driven by technology and the innovation required to survive in such a diverse market. While Asia Pacific started with simple 'field and tab' operations that delivered straight data, research in the region has evolved to become a sophisticated science. Its findings now form the basis of clients' large marketing campaigns, new product developments and, increasingly, their overall operations.
In rising to meet these demands for increasingly sophisticated research, methodology changes have been significant. Face-to-face research once dominated in the region, but new technologies are now enabling much faster, easier data collection.
Synovate was one of the first companies in the region to recognise the potential of CATI technology, which has worked to revolutionise the way research is conducted and delivered. In most markets across Asia Pacific, CATI is now accepted as the norm. Other digital developments are also driving new methodologies that enhance the accuracy of information provided to clients, and can collect data in less time and at a reduced cost.
Tools such as Synovate's ViewsCast combine touch-tone telephones with the Internet to track large population samples and provide instant data collection and analysis that clients can view in real time on the web. Synovate's Young Asians study speaks to the opinion leaders among Asian teenagers using the Internet,their preferred means of communication. And a growing number of businesspeople, housewives and working mothers are providing their opinions through Synovate's ViewsNet Internet panels.
Exploration of research through other digital media such as mobile telephones also shows great promise, particularly in Asia Pacific markets like Taiwan, Korea, Singapore and Australia, where mobile technology is widely used.
Qualitative opportunities
Methodological advances are not limited to technology: qualitative methods are also maturing, and are providing rich insights into consumers and markets. Synovate's Censydiam system now uses psychodynamic profiling to provide an intricate picture of underlying consumer motivations. In doing so, it aims to identify the most profitable and accessible market segments.
Going 'glocal'
Clients can now harness the power of numerous methodologies to provide answers to increasingly complex business problems. More and more clients are also looking for global business solutions. Synovate has found that the 'glocal' approach - global expertise combined with local knowledge and know-how - often works best. We are a truly global company that has no central geographic base. This allows us to position various development teams where the best resources are located. By understanding local needs and using cutting-edge global research tools, Synovate is able to provide the best of both worlds to our clients.
A growing region
Many people point to China's recent economic growth and wonder whether it will soon start to dominate the region. China's economy continues to grow at breakneck speed, as Synovate's five China offices attest, and the country will always play a leading role in Asia Pacific research. However, in pure GDP terms, China is still a long way behind Japan and only slightly ahead of India. This is a telling comparison, as I believe India will soon be of equal importance to the MR industry, fuelled by its population growth and a strong technology sector served by a well educated middleclass population. This is a promising reflection, as the growth of both these economies can only mean good things for the future of Asia Pacific's market research industry.'
Tim Balbirnie
