The term “Asia-Pacific” is a myth that needs to be busted from the minds of marketers and researchers alike. The region stretches from India to Fiji and from Japan to New Zealand, and consist of around 50 countries, each with vastly different cultures, languages, consumer preferences, and mobile behaviour. With the understanding from petabytes of our data, how we used artificial intelligence and predictive analytics with our unique research methodologies layered over it for the right insights generation. This paper will answer key questions, including: This paper will answer key questions, including: How is Asia culturally different and cannot be viewed as one region as compared to other regions like Europe which is actually homogenous in nature? Should brands Glocalise or Localise about their products and services in APAC based on technological maturity and individual market behaviour? Why do marketers and researchers need to use the right mix of innovative tech-based research methodologies for actionable insights with the evolving digital behaviour? Category

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First Measure Of Diversity - Geography
Europe Africa
Americas Asia PacificMiddle East

3. Automation – Game Changer for MR
Social Media
Listening
Text, Speech, Video
Analytics
Post Purchase
Behaviour
Integrate multiple data
streams – Online, Mobile,
Multi Store Data, etc.

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Localization, Glocalization & Digital Diversity:
Can automation be the driving force to leverage these?
Can localization be an element
that can be used for
automation?
In this era of digital diversity, can
marketers leverage digital behavior
with insights from localization?
With the onset of globalization, is
the cultural and digital diversity
relevant to insight generation?

5. When localization was undervalued
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Source: Economic Times
Local Adaptation
Price, fuel efficiency, cost
of ownership
Adopted China’s
“commercialization model,”
Distribution Network
Collaborated with local partners
Local partners tied to
government
Lack of presence in tier
2/3 cities
Friendly
Indians more inclined
towards Japanese &
European models
Chinese Prefer US and
European models
Consumer Power
Indians more demanding
& prefer complete
package
Chinese are content with
stylish models
Replicated international
experience in growing market like
India without accounting for
localization

6. When market learnings were leveraged
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 Launched wide portfolio catering to almost every segment
 Successfully marketed by selecting local celebrities
 Tapped local social media channels effectively
Success Story across APAC
Local Adaptation
Campaign featuring
supermodel Du Juan
Chinese digital social/mobile
market
FriendlyConsumer Power Accurate
Capitalise on consumers
expectations – premium
services
L’Oréal Luxe portfolio
Unique innovative app -
Makeup Genius
Enabled easy way to
communicate the look
& feel
Acquisition - Yue Sai
Pudong Research center
studies unique properties
Capitalized the expanding Chinese
social networks to tap into the
local culture

7. Asia Pacific: Region with Diversity
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Source: Asia society, Pacific Bridge, DSS,
India
Ethically & Religiously Diverse
Collective Orientation
Shrinking population with
nuclear families
Hugely diverse culture
with group orientation
o Family Values
o Government
o Society
o Language
o Population Density
o Rural and Urban Spread
Some Aspects of
Diversity across APAC
Filial Piety
Formal & Hierarchical Society
Government with supreme political authority
Rural Population – 42%
Precedence over individual
Society – Identity/status determined
by age/gender
Rural Population – 22%
Hierarchical culture
Group orientated & diverse society
Rural Population – 60%
Parliamentary Democracy
Patriarchal society
Rural Population – 68%

8. Diverse Mobile Maturity Landscape Within APAC:
India and Indonesia With Close Vicinity
8
Type of Device Forms Used
100%
80%
60%
40%
20%
Smaller mobile audience Smaller mobile audience but heavily overlapped with desktop
Large mobile exclusive
audience
Large mobile exclusive audience overlap with desktop
IndiaIndonesia
Korea
Japan
China
Singapore
Mobile Audience as % of Desktop
MobileOnlyAudienceas%ofMobile
0% 50% 100% 150% 200% 250% 300% 350%
Mobile Phone Internet user penetration rate in Asia Pacific is > 60%
Source: Statista
Malaysia

9. Driving MR with Automation: Amalgamation of
Engagement Behaviour and Survey Responses
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Indonesia and India Primary Research
Capturing Digital Behaviour
Background Objective
Both countries share
• Values
• Customs
• Democracy
• Religions
Identify the differences
in behavioral pattern of
consumers
600+ consumers in
each market
30-55 years
Sample/
Timeline
Age Group
Panel Engagement Parameters
o Language of Communication
o Preferred Devices
o Activity and Response Patterns
o Response History
o Average time spent on surveys
o Profiling parameters
o Average clicks per month
o Fatigue index
o Engagement quality index
Holiday & Travel
Online
Interaction
A
Social Media
participation
B
Media & Entertainment
consumption
C
Online Shopping
D
Financial Planning
E

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India and Indonesia: Regionally Similar and Yet Diverse
Seek Info
Shopping
E-books
News
Social Media
Shopping
Entertainment
Digital Activities – Day Part
Chatting
Social Platforms
Convenience
Need Based
Better Prices
Time Saving
Convenience
Time Saving
Online Shopping - Factors
Pricing
Free Shipping
Food & Groceries Apparel
E-Books Cosmetics
Online Shopping - Categories
Pricing
Performance
Transparency
Reviews
Pricing
Reviews Transparency
Customer
Service
Financial Products - Decision Making
Destination
Price
Accommodation
Trust
Destination
Assistance Brand
Price
Help
Holiday & Travel - Decision Making

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Machine Learning: Predicting How To Connect With
Each and Every Consumer Next Time
Automation –
Predictive and
Analytics
Engine
Controlled
Group (Prop.
Panels)
Explored
Group
(Survey
Data, etc)
Panel IDs
Unique IDs
DataManagement
Platform
Personal & Demographic
Behavioural Data
Panel Database
Digital Activity
Online Interaction
Social Media Channels
Survey Elements
PersonasIdentified
Predict Behaviour
& Time of Deployment
Output
Predict Preferred Device
of response
Identify methods of
survey engagement
E-Mail SMS
SocialPush
Notification

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Determined the right time and date
Maximized channel efficiency from
past panel behavior E-Mail SMS + E-Mail Push NotificationsAdaptive Invites
Micro segmented panelists through
preferred devices of response
Smartphone Laptop Desktop
Hence Channelizing and Customizing Targeting By Market

13. Improvising on the Engagement Avenues To Build Efficiencies
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55% 61%
16% 10%
15% 23%
13%
3%
Before Predictive Analytics
Likelihood of participation
Completion Rate
After Predictive Analytics

14. Creating Business Impact: Research Effectiveness
Pre Analytics
15 minutes
Avg LOI
X Hours of Study
Study TAT
X – No. of responses
Quality
X - Actual
Participation
Retention
Post Analytics
15 minutes
Avg LOI
0.7 X Hours of Study
Study TAT
1.12X – No. of
Responses
Quality
1.2 X of Actual
Participation
Retention
Predictive
Analytics
Better Quality
Lower TAT & Attrition
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Localization, Glocalization & Digital Diversity – Automation to Drive
Consumer Connection Building on the Relevant Nuances
Can localization be an
element that can be used
for automation?
In this era of digital diversity,
can marketers leverage digital
behaviour with insights from
localization?
With the onset of
globalization, is the cultural
and digital diversity relevant
to insight generation?
Predictive Analytics to leverage
localization, digitization in optimum
manner
Leverage digital channels, time &
device for better engagement
Enable to build custom made
profiles

16. AI Led Engagement for Predicting Channels of
Consumer Connections To Drive Growth
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COMMUNICATION
STRATEGY
PREDICTIVE
ANALYTICS
ORGANIZATIONAL
STRATEGY
TRACKING
CONSUMER
BEHAVIOR
Value proposition
Informed decision to globalize, localize or glocalize
Build target personas/custom profiles based on digital
behaviour
Understand the consumer in the given geographic and
cultural environment

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Get closer than ever to your
customers. So close, in fact, that you
tell them what they need well before
they realize it themselves.
- Steve Jobs

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Thank You
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Aditi Bhonsle
www.borderlessaccess.com