News: Kantar at Thammasat Business School

In an inspiring move towards enhancing the education and knowledge-sharing experience, Martin Choi, Strategic Insight Director at Kantar Worldpanel Thailand, and Chananya Boonyarungsrit, the Business Growth Associate Director at Kantar Worldpanel Thailand, have been invited as guest lecturers for 62 exchange students from Thammasat Business School.

Martin Choi captivated the audience with his lecture on “FMCG market in Thailand.” He delved into what shopper behavior can drive performance or sales numbers to go up or down, shedding light on both the opportunities and challenges it presents. By gaining insights into shopper behaviors, businesses can formulate more effective strategies to drive sales growth and market presence.

Following Martin Choi's enlightening lecture, Chananya's lecture focused on “How to leverage various data sources for strategic growth in Thailand.” With the vast amount of data available today, where information overload can be overwhelming, businesses must be selective in determining which data is relevant. Data has become a valuable asset. It is crucial to identify the right data for specific business needs and objectives before crafting actionable strategies based on their findings. Some companies thought that analyzing their own internal data is enough. However, without external data about your competitors and the market, it is impossible to evaluate if that brand or business performs better or worse than the market or if what you have been doing is optimized. This external perspective allows companies to set realistic goals and benchmarks, ensuring they can spot opportunities for improvement and remain on the path to sustainable growth.

As the business landscape continues to evolve, the ability to harness data and understand consumer behavior will be vital for organizations looking to make informed decisions and achieve sustainable growth. The invaluable insights from these two lectures offered students a comprehensive understanding of how to harness data for strategic growth in this dynamic industry, like the Fast-Moving Consumers (FMCG) market in Thailand.

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