General Program

09:00 – 17:00

APRC Conference: AI & MR Integration

Location

Concert Hall: Corporate Hotel & Convention Centre
18:00 – 22:00

APRC Conference + Gala Dinner (hosted by MMCG)

Location

Event Hall Corporate Hotel & Convention Centre

Speakers

Ray Poynter

President of the ESOMAR, Managing Director of the Future Place and founder of NewMR
Global Trends in AI and Market Research

Bum-Erdene Dulam

Vice President of Mongolian Marketing Association, ESOMAR and Cannes Lions Representative, CEO of the MMCG

CEO Survey Mongolia: Mongolia and Global Business and Marketing Trends

Ashok Sethi

Co-Founder and Managing Director at Behave Consulting Co Ltd
Behavioral Economics and Marketing

Jungyul Yang

Managing Director, Kantar Korea
Measuring brand power in the digital shopping journey (CDJ) with Naver behavioral data – Digital Power Index

Garreth Chandler

Founder of The Evolved Group
Integrating Conversational AI into Empirical Survey Research

Myagmar Dugerjav

Data Analyst, Panel Insight Division, PMI Korea
Evolution to Good Data

Paul Spencer

Head of Media Partnerships (SEA), AMPVERSE
E-sports Gaming: Asia’s Most Captivating Media Format and the Social Media Driving It’s Players

Isla Yu

XMP | Head of Customer Experience & Research Strategy, Greater China.
leveraging AI in Customer Experience programs and how to make businesses more human.

Yang Jing

Chief Expert of China Automotive Technology and Research Center Co., Ltd.,
Empowering Exceptional Journeys: Elevating Automotive User Experience

“You are not alone: Communication Strategy Development Co-Creation Case”

Khulan Badamkhatan

Research Manager, MMCG

Speaker's bio

Research Manager, MMCG Company NUM University, BA in Economics

Garamkhand Naidansuren

Senior Project Manager, Viral Agency

Speaker's bio

Senior project manager, Viral Agency MUST University, BA in Marketing in Business administration

Conference detailed program

09:00 – 09:30

Opening Ceremony

09:30 – 10:00

Keynote Speaker

Ray Poynter, President of ESOMAR

“Global Trends in AI and Market Research”

10:00 – 10:30

Speaker

Bum-Erdene Dulam, CEO of MMCG

“CEO Survey Mongolia: Mongolia and Global Business and Marketing Trends”

10:30 – 11:00

Speaker

Ashok Sethi, Co-Founder and Managing Director, Behave Consulting Strategic Advisor of the MMCG Consulting Firm

“Behavioral Economics and Marketing”

11:00 – 11:30

Coffee break

11:30 – 12:00

Speaker

Jungyul Yang, Managing Director, Kantar Korea

“Measuring brand power in the digital shopping journey (CDJ) with Naver behavioral data - Digital Power Index”

12:00-12:30

Speaker

Garreth Chandler, Founder of the Evolved Group

“Integrating Conversational AI into Empirical Survey Research”

12:30-13:00

Speaker

Myagmar Dugerjav, Data Analyst, Panel Insight Division, PMI Korea

“Evolution to Good Data”

11:00 – 11:30

Lunch

14:00 – 14:30

Speaker

Paul Spencer, Head of Media Partnerships (SEA), AMPVERSE

“E - sports Gaming : Asia's Most Captivating Media Format and the Social Media Driving it's Players” (Virtual – Online Speaker)

14:30 – 15:00

Speakers

Khulan Badamkhatan, Research Manager, MMCG Company and Garamkhand Naidansuren, Senior project manager, Viral Agency

“You are not alone: Communication Strategy Development Co-Creation Case”

15:00 – 15:30

Coffee break

15:30 – 16:00

Speaker

Isla Yu, XMP | Head of Customer Experience & Research Strategy, Greater China

leveraging AI in Customer Experience programs and how to make businesses more human.

16:00 – 16:30

Speaker

Yang Jing, Chief Expert of China Automotive Technology and Research Center Co.,Ltd.

Empowering Exceptional Journeys: Elevating Automotive User Experience

16:30 – 17:00

Closing Ceremony

Ray Poynter

President of the ESOMAR

Title of the presentation:

Global Trends in AI and Market Research

Abstract of the presentation:

Ray Poynter, President of ESOMAR, draws on a wide range of sources to share his analysis of the key trends impacting the worlds of insight and research. The presentation will include an examination of the current developments in AI. Ray will provide key takeaways in terms of steps that market research needs to take to keep ahead of the wave.

Ray Poynter

President of the ESOMAR

Ray has spent the last 45 years at the intersection of insights, research, and new thinking. Ray has held director-level positions with companies such as The Research Business, IntelliQuest, Millward Brown, and Vision Critical. Ray is committed to the research and insights industry, having been a member of ESOMAR for over 30 years and a fellow of the MRS.

In recent years Ray’s work has focused on training, writing, speaking and sharing. Ray has run training workshops for a variety of national and international organizations, including RANZ, TRS, JMRA, MRS and ESOMAR. Ray has written textbooks, taught at Saitama and Nottingham Universities, regularly blogs, and is active in social media.

In 2023 Ray was elected President of ESOMAR. 

Other Facts about Ray

  • Very keen runner, everything from 5km Park Runs to 430 km ultramarathons.
  • Degree in Computer Science and Economics (Salford University 1978), Post-Graduate Certificate of Education (Mathematics) University of Nottingham (1980), Master’s Degree (Research Methodology) Open University.
  • Trying to learn French, Japanese and British Sign Language
  • Has cycled from Lands End to John-0-Groats (the full length of the UK)
  • Spent 28 years as an elected local Government politician in the UK

Bum-Erdene Dulam

CEO of MMCG

Title of the presentation:

CEO Survey Mongolia: Mongolia and Global Business and Marketing Trends

Abstract of the presentation:

We are working to present the expectations of the Mongolian business’s TOP 50 CEOs concerning economic and business environmental conditions, barriers to sustainable growth, as well as policy and strategic priorities on business process transformation, compared to the global and Asia-Pacific region. 

In this context, we will present various aspects including the automation of internal and external business processes, the condition of digital transition, and utilization of internal data for decision-making. In addition, interest in investing in consumer-focused technologies, data analytic AI, and the obstacles to the introduction of new technologies will be presented.

Bum-Erdene Dulam

CEO of MMCG

Biography

D. Bum-Erdene has been working in marketing research and business consulting for 21 years and is one of the founders of Mongolia’s first professional research organization. He has experience working as a consultant and leader in about 400 business, social and economic projects in 80 branches.

ESOMAR, the representative of the International Marketing Research Ethics and Professional Standards Organization in Mongolia, is working hard to bring the development of national research to the international stage.

Vice-president of the Mongolian Marketing Association, representative in Mongolia of the biggest “LIONS” competition in the international “Marketing and Creative” field of Cannes.

In order to introduce the international format of creative marketing campaigns to Mongolia, we are taking the initiative to organize a national marketing olympiad according to the Spikes Youth standard, and to organize a “Social Marketing Forum”.

He is also a member of the Board of Directors of the Mongolian Marketing Research Association.

Ashok Sethi

Co-Founder and Managing Director, Behave Consulting , China

Title of the presentation:

Behavioral Economics and Marketing

Abstract of the presentation:

Marketing is all about behavior change. And behavioral science is the science of understanding behavior. The marriage of the two is obvious. Still, many marketers doggedly adhere to old-fashioned ideas about marketing and base their marketing and communication efforts on out-dated theories of persuasion. In the digital era of acute scarcity of consumer attention, it is well established that consumers often make quick choices, driven by system 1 and based on short-cuts and heuristics. Unless these behavioral choice factors are recognized and influenced, the brand can not hope for inclusion in the consumer basket.

In this talk the speaker will explain a frame work for systematic application and integration of BeSci into marketing This framework is firmly based on an understanding of consumer choice factors, as seen from a behavioral sciences point of view and ideas developed by Nobel prize winning behavioral economists. This framework will enhance the power of your marketing and nudge the consumers more effectively to your brand.

The presentation will touch upon the following areas:

  • What pain-points of marketing does the behavioral science approach address?
  • How to integrate behavioral science thinking at the heart of branding?
  • What frameworks and tools can we use to effectively apply behavioral science thinking in marketing?
  • How to adopt consumer understanding methods which are compatible with behavioral science?

Ashok Sethi

Co-Founder and Managing Director, Behave Consulting , China

Biography

Ashok is the co-founder and Managing Director of Behave! Consulting – a behavioral sciences-based insights and consultancy based in Shanghai. The firm provides cutting-edge marketing thinking and consumer insights which are based on the learning and best practices from behavioral economics, neuro-marketing and evolutionary psychology.

Ashok has over 35 years of experience in market and social research consultancy- in China, Hong Kong, and other Asian countries. Before taking the current role, Ashok was the Managing Director of GfK in China. He has also been the Managing Director of TNS China, Regional Director for Methodology and Head of Consumer Insights for Emerging Markets at TNS.

He has extensive experience in data-based consultancy in sectors as diverse as FMCG, Finance, Healthcare, Telecom, Automotive and social marketing.

Ashok has worked on a diverse set of consumer insights research studies, including the luxury market in China , Digital marketing, Retail trends and Youth behavior & attitudes in Asia. Ashok’s special area of interest is harnessing the power of behavioral sciences to help address behaviour change challenges in both private and social sector.

He writes a regular blog about Chinese consumers and shares it on Linkedin at https://www.linkedin.com/in/ashokset/

He is the author of the book “Chinese Consumers – Exploring the World’s Largest Demographic” https://link.springer.com/book/10.1007/978-981-10-8992-3

Jungyul Yang

CEO, Kantar Korea

Title of the presentation:

Measuring brand power in the digital shopping journey (CDJ) with Naver behavioral data – Digital Power Index

Abstract of the presentation:

After the COVID-19 pandemic, consumers have increased the time they spend on digital platforms and their usage of online shopping. They are exposed to various information on social media, blogs, and online communities, and search for various interests on portal sites, and sometimes purchase products on e-commerce shopping sites.

As consumer online activities increase, managing brand performance in digital environments can deepen consumer understanding and increase brand power. To achieve this, Kantar and Naver Cloud have developed a measurement model called the ‘Digital Power Index,’ which combines online buzz, search, and purchase data to diagnose and analyze how strongly a brand is working in the digital shopping journey.

Jungyul Yang

CEO, Kantar Korea

Biography

Current, Kantar Korea CEO – The leading market research company in Korea

Current, APRC (Asia Pacific Research Committee) President

Former, KORA (Korea Research Association) President

Former, ESOMAR (European Society for Opinion and Marketing Research) Korea Representative

Former, TNS Korea Managing Director

MA in marketing in Hankook University of Foreign Studies

University of Melbourne AMP Complete

Garreth Chandler

Founder of the Evolved Group

Title of the presentation:

Integrating Conversational AI into Empirical Survey Research

Abstract of the presentation:

Conversational AI creates a more engaging experiences for respondents and just as importantly, creates a much deeper understanding of consumers. In this talk, I will use real world case studies from across multiple markets to demonstration how to apply CAI into traditional survey driven studies. The presentation will address what to consider, how and where integration works best and how to run integrated qualitative and quantitative analytics. We’ll also look at how to address language and cultural factors when you explore responses.

Garreth Chandler

Founder of the Evolved Group

Biography

Garreth is a market researcher and technologist with over 25 years of experience working in the insights industry. He is the founder of The Evolved Group, the company behind Human Listening, the AI-powered insights platform. Leading the team that created award-winning Conversational AI technology, EVE™, Garreth has been at the forefront of applying this innovation to the insights industry. He is passionate about understanding humans and creating new ways to explore and apply knowledge of people’s needs and motivations at scale.

Myagmar Dugerjav

Data Analyst, Panel Insight Division, PMI Korea

Title of the presentation:

Evolution to Good Data

Abstract of the presentation:

Advances in technology are affecting existing research methodologies. By integrating AI and Research, it has revolutionized the process of data collection, analysis and insight extraction. In addition, it has greatly improved accuracy and efficiency. The optimal combination of data for your goal, use of ‘Good Data’, is key to achieving more insightful results, which can be achieved through the integration of AI and research. In this session, we will share the various examples of PMI’s achievement through the use of Good Data.

Myagmar Dugerjav

Data Analyst, Panel Insight Division, PMI Korea

Biography

Dugerjav Myagmar, Data Analyst, Panel Insight Division, PMI Korea 

  • PMI Korea, Marketing Division
  • Dankook University, Ph.D. in Marketing
  • Dankook University, MA in Marketing.

 

Paul Spencer

Head of Media Partnerships (SEA), AMPVERSE

Title of the presentation:

E-sports Gaming: Asia’s Most Captivating Media Format and the Social Media Driving It’s Players

Abstract of the presentation:

In this presentation Paul shall examine the challenges facing marketers in effectively persuading and influencing large tracts of Gen-Z & Millennials in 2023 and beyond.
By drawing upon audience measurement data and practical in-depth experience, We shall take a deeper look what comprises this irrefutable and mainstream passion and escapist, competitive entertainment form, termed gaming & e-Sports.

A look at what is needed to know when assessing the impact various cultural drivers, the way on-line gaming has especially ascended to form the most prolific form of ‘social’, with seamless integration with various types of gameplays and fandom. Finally, a guide on what the on-ramps to Gen-Z look like, making sense of the channel twine with the questions that We should we be asking ourselves as Brand marketers and fundamentally what next and best looks like for 2024.

Paul Spencer

Head of Media Partnerships (SEA), AMPVERSE

Biography

Paul has dedicated 25 years to developing knowledge and know-how in the Thai market in the creation of effective media strategy. Having worked in lead positions at WPP, Omnicom and Starcom in Thailand, he brings a deep understanding of Thai & SEA Consumer media behaviour, digital media tools and building brand communication plans that maximise these interactions. 

Paul is an impassioned e-sports consultant who provides advice and leads dialogue on ways to reverse stagnation in reach and influence. He encourages embracing gaming as the number one passion and using social media to engage with people who identify as Gen-Z and Millennials. This group notably cuts their time spent with legacy social media channels in droves.

Isla Yu, XMP

Head of Customer Experience & Research Strategy, Greater China.

Title of the presentation:

leveraging AI in Customer Experience programs and how to make businesses more human

Abstract of the presentation:

Get the inside story on how the world’s most profitable and beloved brands are focusing on one thing: being more human. In 2023, Qualtrics is bringing experience management to Mongolia. Sharing how how leading regional brands and industry leaders are leveraging the latest thought leadership & technology to deliver outsized impact to their customers and businesses.

Qualtrics will cover how:

  • How local and global brands are using actionable insights from their customer and employee experience programs to drive better business outcomes
  • Discover how (and why) businesses need to act more human in the face of intense global challenges
  • How the latest innovations in conversational analytics, Natural language Understanding and generative AI are fueling a revolution in Experience

Isla Yu

XMP | Head of Customer Experience & Research Strategy, Greater China.

Biography

Isla is the subject matter expert in CX and research programs for Qualtrics in Greater China. She works with companies across Greater China, providing thought leadership to help them set out and achieve their strategy and vision for their experience management program.

Isla brings in a decade of experience working as a practitioner in customer experience and insights roles. Prior to joining Qualtrics, Isla has shaped the customer insights programme for Cathay Pacific to drive better experience design, and enable customer-centric decisions across commercial, product and marketing teams. She also drove digital experience transformation, customer engagement and insights generation for the Sun Hung Kai Group across its businesses in properties, retail, telecomms, hospitality and facility management.

Yang Jing

Chief Expert of China Automotive Technology and Research Center Co., Ltd.,

Title of the presentation:

Empowering Exceptional Journeys: Elevating Automotive User Experience

Abstract of the presentation:

In the ever-evolving automotive industry,the paramount strategy for sustainable growth lies in prioritizing user experience. This presentation delves into the core concept of “Empowering Exceptional Journeys: Elevating Automotive User Experience” It explores the pivotal role of a human-centric approach in research and design, reshaping how consumers interact with vehicles across diverse scenarios. By comprehending user needs, aspirations, and sentiments, the consumer’s interaction experience reaches new heights. The presentation introduces research methods and their impact on various aspects of the automotive process, such as product planning and design. By seamlessly integrating user-centric research and design thinking, the presentation introduces a series of people-centric approach that, by prioritizing human needs, comprehensively enhances user experience, thereby contributing to the development of the automobile industry.

Yang Jing

Chief Expert of China Automotive Technology and Research Center Co., Ltd.,

Biography

Yang Jing, Chief Expert of China Automotive Technology and Research Center Co., Ltd., Member of the Party Committee and Director of the Brand Consulting Department of China Automotive Information Technology (Tianjin) Co., Ltd. Served as an off campus supervisor for master’s students at Hunan University, a member of the Chinese Society of Ergonomics, and the Secretary General of the Automotive Human Factors and Ergonomics Professional Committee.

Engaged in long-term research on the automotive market and consumers, as well as brand research. She has presided over or participated in more than 20 national and provincial level research projects, as well as research projects by China Automotive and Technology Research Center Co., Ltd. She has published more than 20 academic papers, and has obtained patent authorization and 8 software copyrights. The main publications include the Blue Book series “Report on the Development of Chinese Automobile Brands” “Research on Automobile Brand Operation”, and as the main drafter, the group standard “Evalua-tion Model and Method for Automobile Industry Brand Strength” was developed.

Title of the presentation:

You are not alone: Communication Strategy Development Co-Creation Case

Abstract of the presentation:

“You’re Not Alone – Don’t Keep it seret, Don’t Hide” social campaign sexual violence against for teenage girls, funded by the United Nations Trust Fund implemented by Save the Children Japan, has reached 23 million people in double counting. The campaign aims to motivate girls in positive way that report and seek help if you or someone around you has experienced this type of abuse.

In developing the communication strategy, a deep understanding of the problems, behaviors and causes of sexual violence among the target group girls was the basis for the successful implementation of the campaign. Also, by choosing the broadcast channel according to the segment’s lifestyle, media consumption characteristics, and the way of receiving information, we were able to deliver information to girls through a more appropriate and accessible channel.

This presentation will present the importance of working with and deeply understanding the target group through a co-creative process in the successful implementation of the campaign’s communication strategy.