Uncover the secrets to successful market research in APAC by mastering localization, understanding cultural nuances and partnering with experts who can navigate the region’s diverse landscapes.

Speakers

Steve Lonergan – Regional Head, Americas, Rakuten Insight
With 22 years of experience in the market research industry, Steve Lonergan brings a wealth of knowledge in navigating the complexities of global data collection. Steve has a proven track record of managing client services and sales teams, driving growth and fostering strategic partnerships. Recognizing the critical need for culturally relevant research, he will moderate a panel focused on localization efforts, ensuring that U.S. market research methodologies are effectively adapted to resonate with APAC markets.
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Tim Hoskins – President, Quester
Tim Hoskins is the president of Quester, a transformative innovation and brand consulting agency founded on narrative-driven insights. Tim is the co-author of “Insights on the Brink” and a board member of the Insights Association.
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Charlie Grossman – Consultant, Herbalife
Charlie Grossman is a market research consultant who has worked on projects around the globe. He began his career working for BASES, a company which forecasts sales for new products based on a combination of consumer input and marketing plan data. He is currently working with Herbalife. Much of his time these days is spent working on projects in the Asia-Pacific region, making him well-qualified as a panelist discussing research in Asia.
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Naoto Kubota – Senior Project Manager, Rakuten Insight
Naoto expertly manages market research projects across the APAC region, focusing on the critical role of localization. He excels at questionnaire review and working with language experts to ensure accurate and culturally relevant data collection. Naoto has a proven track record of helping clients optimize their research screeners, leading to more insightful and actionable results. He holds a degree in sociology with a minor in global markets, giving him a strong theoretical and practical foundation in this area.
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Navigating the diverse cultural landscapes and unique ecosystems of the Asia-Pacific (APAC) region presents significant challenges for market researchers. This panel session delves into the critical importance of localization, sharing real-world examples and practical strategies for ensuring your research resonates with local audiences and yields accurate, actionable insights. Without proper localization, responses reflecting valid cultural or linguistic differences may be incorrectly flagged as low-quality or irrelevant, leading to biased data and flawed conclusions.

Join Rakuten Insight, Quester and Herbalife as we explore the nuances of panel composition, speech patterns and business practices across APAC. We’ll reveal how cultural sensitivity and linguistic expertise can unlock the true potential of your global market research efforts and, crucially, how to avoid the pitfalls of misinterpreting localized responses within automated analysis workflows. This session will provide practical guidance on adapting questionnaires, training AI algorithms and implementing quality-control measures that account for the rich diversity of the APAC region, ultimately ensuring your research is both accurate and culturally valid.

Key takeaways:

1. Actionable strategies for cultural adaptation: Learn practical techniques to modify questionnaires and methodologies for APAC’s diverse cultures, ensuring accurate and relevant data.
2. Mitigating bias in automated analysis: Discover how to identify and correct for cultural misinterpretations in AI-driven analysis, leading to more reliable results.
3. Leveraging local expertise: Understand the value of strategic partnerships within APAC to navigate cultural complexities and maximize research impact.

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