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Masterclass: How to build an effective inhouse market research practice

20 May 2024 // 8.30am - 12pm
Sofitel Melbourne on Collins
The Grand Ballroom, 25 Collins Street
Melbourne, Australia

In today's competitive landscape, the power of knowledge cannot be overstated. Effective market research is the cornerstone of strategic decision-making and product development. Learn how to build a robust in-house market research practice that will empower your business to glean insights, predict customer behaviours, and make data-driven decisions that propel your brand forward. From assembling a skilled team to mastering the latest analytical tools to leveraging cutting edge technology & AI, this masterclass will equip participants with the necessary skills to capture and interpret market data efficiently and accurately.


This accelerated masterclass will give you the foundation to build a team well-equipped to unearth valuable insights and support informed decision-making. We will cover:

An introduction to in-house market research

  • Understanding value and impact
Forming your market research team

  • Identifying the right roles

  • Nurturing the right skills within the team
Mastering research methodologies

  • Crafting Effective Research Strategies

  • Utilising Both Qualitative and Quantitative Methods
From data to insights

  • Interactive Session on Data Analysis Techniques

  • Learning to Use Advanced Market Research Tools and AI
Transforming Insights into Strategy

  • Making Data-Driven Decisions

  • Integrating Findings into Business Processes
Join us for an intensive day of discovery and empowerment, laying the groundwork for a market research unit that will deliver actionable insights and foster smart, customer-centric business decisions.

Key Speakers

Ken Choi, Head of Strategy & Insights Solutions, APJ, Qualtrics

Ken has over 18 years of experience in brand strategy and research. Previously a director and head of Quantitative Research at an insights consultancy, he’s passionate about unbundling complex issues and communicating clear growth strategies to drive business impact. He has experience working on large-scale, global research programs and has conducted brand strategy and growth innovation research in over 45 countries. 

As a Solutions Strategist for the Asia Pacific & Japan region, he is focused on designing best-in-class technology and service solutions to help brands develop and maintain consistent and engaging experiences with their audiences.

HuiChing Tan,Head of Research Services Delivery

HuiChing has over 15 years of research years (and still counting). She started her research career with Millward Brown Singapore, and subsequently in Ipsos Singapore. During the last 14 years, HuiChing has worked on various multi countries tracker across APAC across various sectors (i.e.: FMCG, Tourism, Banking, Tech). 

Naturally curious, HuiChing believes in the marrying of technology with research to enable a quicker and more holistic understanding of consumer behaviour.  

HuiChing will overseeing the quality of the project across all functions- Research, Technology and Project Management. 


20 May 2024

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8.30am to 12.00pm AEST


The Grand Ballroom
Sofitel Melbourne on Collins
25 Collins Street
Melbourne, Australia

Reserve your seat today!