Success by Association:
Asia Pacific Research Committee (APRC)
Presenters:
Elissa Molloy, Executive Director AMSRS
Michihiro Ota, Secretary-General, APRC
ASIA PACIFIC RESEARCH COMMITTEE
2005
 Research associations in China, Japan, and Korea formed “CJK Network”
at the JMRA 30th Anniversary Conference in Tokyo
2008
 Australia joined and “ACJK Network” started in Melbourne
2009
 “APRC Declaration” announced in Beijing at ESOMAR APAC Conference
 Thailand joined at the 1st APRC Conference in Sydney
2010
 Singapore, Chinese Taipei, and Malaysia joined, and now 8 research
associations in Asia Pacific are collaborating closely at APRC.
REGIONAL PRESENCE
2005
CJK Network
2010
APRC
with
8 research
associations
2008
ACJK Network
2009
APRC
AMSRO/AMSRS (Australia)
CMRA (China)
CMRS (Chinese Taipei)
JMRA (Japan)
KORA (Korea)
MRSM (Malaysia)
MRSS (Singapore)
TMRS (Thailand)
APRC MEMBERS
MEMBER ASSOCIATIONS
F
Page 5
PRIMARY MISSION
Aim:
To promote the development of Asia-focused marketing research
technologies and insights through collaborations between
regional research associations in the Asia Pacific region.
To make the APRC Conference a great success that will leverage the
regional conferences held by respective APRC member
associations. Each APRC member association is to take a turn to
host the APRC Conference on an annual basis.
Goal:
To strengthen the presence and status of researchers among
APRC communities through promoting the APRC Conference
and its activities in Asia Pacific region.
.
APRC CONFERENCES
APRC INITIATIVES
Practical information exchange:
• Professional standards
• Quality assurance
• Regulatory activities & public affairs
• Publications – magazines, journals, directories, e-books
• Professional learning – webinars, conferences; sharing speakers
•
Thought leadership – white papers, presentations
Annual multi-country research project to gain Asian insights
www.aprc-research.com
INDUSTRY CHALLENGES
Australia
• Government spending
still holding up
• Research market is
showing marginal growth
(off back of GFC). No real
growth year on year
•Pressure on research
margins, smaller number
of big players and larger
number of small players
•Growth of DIY research
Japan
China
• Cooperation of
• Quality control
• Cost cutting
•Pressure on price
•Low quality field
services
government, industry
and academia
•Poor sales
• Influence of East Japan
Earthquake &
accident Fukushima
nuclear power plant
• Low price of research
• Costing up
continuously
• Challenges of human
resources
Thailand
• The instability in Thai
politics in the past year
has made overseas
investors hesitant and
this has effected needs
for research.
• Consultants taking up
MR space
REGULATORY CHALLENGES
Australia
• Gaining access to a
quarterly, de-identified
snapshot of the
Integrated Public
Numbering Database
(IPND)
•Government
procurement of market
and social research.
• Separate regulatory
environment for MSR.
Submissions to ACMA on
the Telemarketing
Standard and the
Numbering Review.
Japan
• Regulation of social
media in Japan
• Study for regulation on
market research in Asia
Pacific
Singapore
• Establishment of Do Not
Call register and legislation
New Zealand
•2 major reviews
underway, Privacy Act
review. Likely
consequence being
enactment of
National Do Not Call
Register governing
telemarketing and risk
of research being
included
• Unsolicited
Electronic Messages
Act review. Risk being
that online research
and online solicitation
will be further
impacted.
SHARING SUCCESS
• AUSTRALIA - AMSRO has made certification to ISO20252 compulsory
for membership. Australia now has 90 companies certified to ISO20252
and 10 companies certified to ISO26362.
• ASIA - Australia has been assisting several Asia Pacific associations with
their aim of getting companies certified to ISO20252 and ISO26362. We
have shared our quality templates & tools with our Asian partners.
OBJECTIVES 2011- 2012
New
strategic
alliances
Knowledge &
resource
exchange
Increase the
number of
APRC
member
associations
Increase
regional
insights
Efficient
administration
and self
sustaining
budget
STRATEGIC RELATIONSHIPS
Increase knowledge,
understanding and
information sharing
between similar alliances.
How does the regional alliance benefit and
support the national associations
In the case of APRC, we will be able to provide the following benefits;
For enhancing and capitalizing Asia-focused specialties;
To facilitate and promote collaborative activities such as;
Joint research study programs among the APRC communities
Knowledge sharing opportunities through websites and webinars
Shared use of archived data and treasured knowledge at each members
For making national conferences (seminars, events etc.) more successful;
To provide value-added and global/region-flavored tastes such as;
Giving opportunities to host the APRC Conference on an annual basis
Co-development of concept and contents of the conference
Offering cheaper fees of conference and training seminars
For strengthening the presence and status of researchers in Asia,
To support efforts toward becoming more confident as Asian
researchers;
Assisting new-born associations for their national activities
Joint PR activities to promote APRC (Logo, website, etc.)
Reasons for interest in expanding global
awareness and collaboration
Collaborative Regional Network is Secrets of Success
Two Directions of Marketing Research:
LOCAL -> REGIONAL -> GLOBAL vs. GLOBAL -> REGIONAL -> LOCAL
Researchers today need to have both global perspectives and local expertise
REGIONAL leverages GLOBAL and LOCAL
Only LOCAL Researchers Know the Truth of LOCAL Markets
Local insights and knowledge are becoming more important than before
Expertise on local and diversified markets are only available at local researchers
Collaboration between local researchers across the regions is essential today
Global Issues Challenging Regional/National Associations
Online/Internet approaches produce global issues
Privacy information, Copyrights, Quality assurances, etc.
National associations need to be aware of such cross-boarder global issues
Collaboration between the regions is must
Advice to enhance the benefits member companies can
derive from active participation
in their national association and regional alliances
In addition to lots of benefits we already discussed today, two other
approaches will be also effective;
Providing practical opportunities to find, nurture, and develop young, talented,
and aspiring researchers in emerging markets, as marketing research service
is a purely people-oriented business, but not easy to invest in human
resource developments by local and regional players; thus, for example,
Encouraging young researchers in emerging markets to submit papers for regional
conferences,
Providing young researchers with opportunities to participate in regional events
such as conferences, workshops, seminars, etc,
Supporting national associations in emerging markets who are usually newborn and voluntary-based organizations but troubled by the lack of
knowledge, experiences, resources, and know-how of their organization
operations; thus, for example,
Sharing know-how and resources for administration operations of national
associations in the region,
Co-developing common tools such as websites, directory of local research
agencies, training package programs, etc.
EXPANDING OUR INSIGHTS
- Success Story @ APRC “APRC Collaborative Research Projects”
Every year we at APRC conduct “APRC Collaborative Research” and present
the results at several occasions such as the APRC Annual Conference, or
national events at each APRC member association.
The following slides illustrate one of the examples about our success story in
the Asia Pacific region.
TMRS, Thailand Marketing Research Society, utilized the result of “APRC
Collaborative Research” for their annual meeting. TMRS highlighted Thailand
result in comparison with others, and ended the presentation with the Market
Trend they gathered from several sources.
TMRS’s presentation showed that consumers in Thailand are willing to
participate and get more involved in product & service development as well as
in social connection. Therefore, research agencies in Thailand (and Asia)
should take this opportunity - going beyond one-way question & answer to
conversation & community base.
TMRS is planning to host the APRC Annual Conference 2013.
EXPANDING OUR INSIGHTS
- Success Story @ APRC -
Introduction
Country Image - Thailand
Mobile Internet usage
Reason for joining the survey panel
THANK YOU ALL
and
SEE YOU AGAIN
at the 4th APRC ANNUAL CONFERENCE
on October 18-19 in SEOUL