Unlocking Business Growth Through Hyper-Personalisation

Insights from the 4th Annual MRSM Conference

In today's fast-paced digital landscape, personalisation has become a cornerstone of effective marketing strategies. By leveraging data-driven insights, businesses can tailor their approach to meet the evolving needs of consumers, enhancing engagement and brand loyalty.

The focus of the 4th Annual Marketing Research Society of Malaysia (MRSM) Conference was "Unlocking Business Growth in a Hyper-Personalised World".

The 4th Annual Marketing Research Society of Malaysia (MRSM) Conference, held on 4 December 2024 at Asia Pacific University of Technology & Innovation (APU), provided a dynamic platform to explore the intersection of artificial intelligence, consumer insights, and marketing personalisation.

MRSM, established in 2007 as Malaysia’s only recognised body for marketing research, continues to drive excellence by fostering growth and innovation in the industry.

A Gathering of Industry Experts

Organised in collaboration between MRSM and APU’s School of Marketing and Management (SoMM), the conference, titled “Unlocking Business Growth in a Hyper-Personalised World”, brought together over 200 professionals from diverse industries, including leading marketing experts, academics, media influencers, and technology pioneers.

The conference featured an impressive lineup of esteemed speakers, including:

• Ms Rara Naval, Human Insights Director, ASEAN and South Pacific, Coca-Cola Company;
• Ms Izanie Nadzim, Consumer & Market Intelligence Director, L'Oréal;
• Ms Marilunn Meesters-Chew, Regional Lead, Mastercard Experience Centre;
• Mr Lester Sualog, Senior Client Development Director, Asia, PureSpectrum;
• Mr Keith Lee, Director of Customer Engagement Solutions, ADA;
• Mr John Smurthwaite, ESOMAR Asia Pacific Ambassador;
• Mr MC Lai, Consumer Strategy, Insights and Innovation, Heineken Malaysia;
• Mr PiWo Chia, CEO and Founder, IDEALOGIC.

The event opened with an inspiring keynote by MRSM President, Ms Paromeeta Mathur Banerjee, followed by a thought-provoking address from former MRSM President, Mr John Smurthwaite. Together, they underscored the transformative role of data-driven intelligence in shaping the future of marketing research.

Engaging Sessions with Industry Experts

Among the many thought-provoking sessions, Mr MC Lai of Heineken Malaysia delivered a compelling presentation on "Unlocking the Growth Potential for Edelweiss through Unwinding Moments". His insights demonstrated how brands could create meaningful customer connections by integrating moments of pause and reflection into marketing strategies.

Meanwhile, Ms Rara Naval from The Coca-Cola Company shared valuable perspectives in her session, "Scaling Qualitative Research: Coke’s Insights on AI-Driven Innovation". She explored the integration of AI technologies into qualitative research, illustrating how marketers can extract deeper, more actionable consumer insights to enhance decision-making.

A Student-Centric Learning Experience

Beyond industry engagement, the conference served as an invaluable learning experience for APU students, offering them a first-hand view of real-world marketing research applications.

Fong Yin Yin, a final-year student in the Bachelor of Arts (Honours) in Marketing Management with a specialism in Digital Marketing, reflected, "It was insightful and engaging. The debate session challenged my critical thinking, and the company presentations provided a clearer understanding of how market research influences business strategies."

Diviyan Raj, a final-year student in the Bachelor of Arts (Honours) in Media and Communication Studies, added, "The MRSM Conference was both memorable and enriching. The engaging talks inspired personal growth, collaboration, and leadership development, significantly boosting my confidence and critical thinking skills."

APU Students Shine in Young Research Talent Session

Highlighting the university’s commitment to research excellence, APU students showcased their talents in the Young Research Talent session. Digital Marketing students Tam Jun Jie and Heng Yi Mei, alongside Cyber Security students Kee Huey Ying and Loh Jinqi, competed against seasoned professionals from leading organisations. Their exceptional presentations underscored their analytical acumen and creative problem-solving skills, reinforcing the importance of interdisciplinary approaches in marketing research.

Strengthening Industry-Academia Collaboration

APU Vice-Chancellor, Professor Dr Ho Chin Kuan, expressed enthusiasm for the continued collaboration between APU and MRSM. He encouraged greater industry participation to drive innovative, data-centric research initiatives that will benefit both academia and the marketing sector.

The 4th Annual MRSM Conference reaffirmed the growing significance of hyper-personalisation in today’s business environment. By fostering collaboration between academia and industry, the event provided valuable insights that will shape the future of marketing strategies.

As businesses continue to navigate the complexities of consumer behaviour, data-driven intelligence and AI-powered insights will remain essential in unlocking sustainable growth and creating truly personalised customer experiences.