Asian Agency Launches in Bangkok

Two former global agency execs have founded abn Research, a consultancy focused on market research among Asian consumers and based in Bangkok, Thailand.

The company plans to open offices throughout Asia in the near future.

MD Thailand Brooke Courtenay spent 16 years with Research International, first in the UK and for the last dozen years in Shanghai, Singapore and Bangkok. He held local and regional positions including Managing Director of RI Thailand.

CEO Maz Amirahmadi spent five years at Gallup and ICM in London and then eleven with AMI/Synovate in Asia, based in Hong Kong, Japan and Thailand. The latter included spells as MD Thailand and Global Director for Community Panels.

The firm will offer a repertoire of flexible and customizable techniques to tailor solutions for clients, mixing the cutting edge of innovative market research with 'a deep respect for time-tested and proven methodologies'. It will also put a premium on understanding clients' needs from research, a requirement just as important as understanding how consumers shop and think, according to Courtenay.

Using Amirahmadi's extensive panels experience, abn plans to launch its own network of sector-focused Insight Communities, starting with one focused around beauty. Amirahmadi says these communities 'offer marketers an unprecedented understanding of peoples' lives, helping them to co-create products and ultimately go to market far more successfully than would have otherwise been the case.'

Web site: www.abnresearch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.