IIEX Asia Pacific 2027

Fiona Chan, Head of Insights for Gateway APAC at Merlin Entertainments, is set to share her expertise at IIEX APAC 2025 in Bangkok. In her session, she will explore how traditional survey methods can fall short, drawing on a Path to Purchase study at Merlin to illustrate how her team identified pitfalls and delivered credible results. Fiona will also discuss how her team leverages over 20 data types to drive impactful decisions.

Percival Pastrana, Senior Director at Mondelēz International and speaker at this years IIEX APAC event, emphasizes the importance of focusing on culture and basic skills rather than solely relying on advanced tools for innovation. He believes innovation teams can improve results by sticking to the fundamentals and building empathy through consumer research. Pastrana creatively combines traditional methods with technology and AI to enhance research and derive greater value. While research technology and automation bring benefits, he highlights the importance of depth, rigor, and newness of insights. Pastrana sees AI and tech as valuable in unlocking insights, improving business outcomes, and avoiding pitfalls. He also encourages the exploration of Horizon 3 initiatives to provide actionable insights for future realities. He urges professionals to approach innovation with a focus on foundational skills and consumer empathy.

Disclaimer: opinions represented here are personal and do not represent those of HP.

27 articles author bio

Katherine Mendoza is poised to speak at this year's IIEX APAC event, offering insights into the digital transformation shaping consumer research in the realm of AI. Her expertise lies in harnessing digital tools to glean deeper consumer insights, underlining the critical need to align strategies with digital advancements. The core lessons from her presentation revolve around the role of digital transformation in enhancing business outcomes, strategies tailored for effective transformation, and the acceleration of insights generation for superior innovations. Mendoza is focused on advancing consumer healthcare products by enhancing research methods to meet consumer needs. She is eager to learn from industry peers at an upcoming event to improve consumer research practices collectively. Emphasizing the ongoing innovation in research, she advocates for combining digital tools and AI with human creativity for maximum consumer impact. Mendoza envisions a future where AI and digital advancements lead to personalized product creation. She looks forward to discussions on technology's transformative role in research, aiming to enhance product offerings strategically for consumers.

I am Muzayun and I lead research for Google Search in India where I focus on making the internet useful and usable for the next billion users. In the past 15 years, I have worked for different stages and domains of product development, in the design research service industry, and from large companies, to medium scale to start-ups.

With 18 years of expertise in consumer insights and research, Monika Karamchandani of Mondelēz International is a master at spotting and solving consumer challenges. Her proficiency spans disruptive innovation, trendspotting, qualitative and quantitative research, and leveraging the latest digital tools across consumer insights and sensory science.

Disclaimer: opinions represented here are personal and do not represent those of HDFC Bank.

Mai Marcelo emphasizes understanding consumer behavior beyond surface-level data, highlighting the importance of emotions and values in developing consumer strategies. By creating emotional connections, brands can build stronger relationships with customers. Marcelo encourages research practitioners to consider values in their analysis and explore mobile-friendly and engaging research approaches. She believes in research innovation, proposing new perspectives, methodologies, and solutions to address industry pain points. Marcelo suggests incorporating futures thinking into research and cultivating holistic researchers. She hopes to see discussions on the industry's contribution to sustainability at the IIEX conference series.

Disclaimer: opinions represented here are personal and do not represent those of Kotak Mahindra Bank Limited.

Rajiv Ibrahim of Telkom Indonesia shares how AI is reshaping the researcher's role from execution to judgment, influence, and impact.

Pratt Hetrakul, a speaker at IIEX APAC 2024, discusses the relevance of regression-based analysis in marketing, specifically the Marketing Mix Model (MMM). He challenges the notion that MMM is only for brand-oriented advertisers, emphasizing its benefits for performance-driven advertisers. Pratt emphasizes the importance of open-source solutions for MMM, providing better visibility and validation. He believes this insight is groundbreaking for the market research community. Pratt is interested in understanding how innovations shape social and business interactions and emphasizes meaningful changes in people's lives through research innovation, whether in car safety, product customization, or marketing. Pratt highlights the need for better integration between consumer insights and product innovation, bridging the gap between research findings and product/service design and production.