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Masterclass: How to build an effective inhouse market research practice

30 May 2024 // 12.30pm - 5pm
Stamford Ballroom
Raffles City Convention Centre
80 Bras Basah Rd, Singapore

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

Eleanor O’Dwyer-Duggan, Head of CX & Research Solution Strategy – SEA & India

Elle has over 12 years of experience designing and running large-scale, global CX, brand and research programs both on the client and agency side. Elle currently leads the customer experience and research solution strategy for Qualtrics in South East Asia and India where she partners with leading organisations across the region to design best practice experience management programs to meet business outcomes. Prior to joining Qualtrics,  Elle spent the previous 6 years building and managing global insights programs and functions at both IAG (Aer Lingus) and Ryanair Group, and has lectured in organisational research applications at Michael Smurfit Graduate Business School in Ireland.


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. 


30 May 2024

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12.30om to 5pm SGT


Stamford Ballroom
Raffles City Convention Centre
80 Bras Basah Rd, Singapore

Reserve your seat today!