We are delighted to feature Usana Chantarklum, Managing Director of Ipsos Thailand, in our Speaker Interview series. As a previous speaker at the Data Demystified Summit Bangkok 2024, Usana delivered a compelling Keynote Presentation | [AI-Powered Insights] The Generative AI Era: The Use of GenAI in Market Research, where she explored the practical applications of AI and Generative AI in transforming how brands uncover insights and drive strategic decisions. With a strong background across sectors like automotive, finance, and consumer goods, Usana brings deep expertise in how technology can elevate the role of market research in shaping future-facing marketing strategies.
We’re excited to announce that the Data Demystified Summit is returning to Bangkok on 7 October 2025! As a sister summit of The MarTech Summit Series, this in-person event will once again bring together top data leaders, innovators, and decision-makers for a full day of high-impact networking and knowledge sharing.
About Ipsos Thailand
Ipsos Thailand is part of the global Ipsos Group, a leading market research company delivering evidence-based insights to help businesses make smarter decisions. Leveraging innovative technologies and methodologies, Ipsos Thailand supports brands across sectors including automotive, finance, and consumer goods. The company blends traditional research expertise with advanced tools like AI and data analytics to deliver actionable intelligence, enabling its clients to stay competitive in an ever-changing market.
Quick Q&A with Usana Chantarklum
Could you please give us a quick introduction of yourself?
As the Managing Director of Ipsos Thailand and a seasoned market research professional, I help businesses navigate complex markets with strategic insights. By embracing AI and Generative AI, Ipsos leverage cutting-edge technology to uncover deeper insights and drive tangible business outcomes. In addition to my corporate role, I’m a guest lecturer in the master’s degree in Branding and Marketing International Program at Chulalongkorn Business School, sharing my passion for research-driven decision-making. I’m committed to transforming insights into strategies that optimise marketing efforts and deliver measurable success.
How can businesses use AI not only to improve efficiency, but also to drive real change in how the insights function works?
Businesses can leverage AI to transform their insights function by automating routine tasks to enhance efficiency and speed, enabling quicker responses to market changes. AI tools integrate diverse data sources for a comprehensive consumer view, aid in predictive analytics for forecasting trends, and utilise sentiment analysis to gauge consumer perceptions in real-time. Advanced visual dashboards simplify data interpretation, while continuous AI learning improves insight accuracy over time. To maximise AI’s potential, companies must address its ethical implications, ensuring consumer trust and regulatory compliance. As a recommended step, integrating AI tools with human expertise is key, tailored to address specific consumer insight challenges.
Based on your experience across various industries, such as automotive, finance, or consumer goods, how have you seen AI and GenAI driving innovation in market research?
AI and GenAI are transforming market research in industries like automotive, finance, and consumer goods by enhancing data analysis, predicting trends, and personalising marketing. In automotive, AI analyses diverse data to predict consumer preferences. Finance benefits from AI’s accurate market forecasts for strategic decisions. Consumer goods see more effective targeting through AI-segmented campaigns. Automation streamlines data collection, freeing researchers for strategic tasks, while Generative AI proposes new product ideas and tests them virtually, speeding up innovation. These technologies significantly enhance efficiency and innovation, driving forward the capabilities of market research.
What are some of the key risks or blind spots businesses should be aware of when relying heavily on AI for decision-making?
When businesses rely heavily on AI for decision-making, they face several risks or blind spots, including data bias, where biased training data leads to unfair outcomes; lack of transparency, making it difficult to understand AI decision-making processes; over-reliance on algorithms, potentially missing qualitative insights crucial for decision-making; security and privacy issues, as AI systems can be vulnerable to hacking; scalability and maintenance challenges, requiring ongoing updates to remain effective; and ethical considerations, where AI may operate contrary to societal norms or ethical standards. To mitigate these risks, businesses are encouraged to conduct regular audits, use diverse data sets, and maintain a balanced approach by integrating human insights with AI findings.
Looking ahead, what AI or automation trends in data analytics are you most excited about in terms of enhancing strategic marketing impact?
AI and automation are transforming strategic marketing through predictive analytics for anticipating customer needs, scalable personalisation for targeted campaigns, NLP for sentiment analysis, AI-powered content creation, real-time data processing for timely decisions, and enhanced customer support via intelligent chatbots. These innovations enable marketers to improve decision-making, streamline operations, and craft personalised marketing strategies more effectively. However, Personalisation at scale excites me the most as it’s transforming the way brands interact with their customers. By leveraging AI, companies can analyse vast datasets to uncover individual preferences and behaviours, enabling them to create highly tailored experiences for each customer.
Usana Chantarklum reminds us that while AI offers speed and scale, its true power lies in how we balance it with human judgment and strategic clarity. Her thoughtful approach to applying AI and GenAI in market research highlights a future where data-driven insights not only optimise marketing performance but also drive innovation across industries.
As we look ahead to The Data Demystified Summit Bangkok 2025, we’re proud to spotlight leaders like Usana, who continue to bridge technology and insight to create smarter, more customer-centric outcomes.
Join Us Now!
The Data Demystified Summit is returning to Bangkok on 7 October 2025! Held at the Fuji Grand Ballroom, Hotel Nikko Bangkok, the summit will explore the latest in Customer Data Governance, Data Monetisation, and Customer Data Management. Expect actionable insights, myth-busting discussions, and practical strategies to tackle 2025’s most pressing data challenges. Join us in the heart of Bangkok for a dynamic and forward-thinking event designed for English-speaking data professionals across industries.
We are looking forward to meeting you in Bangkok on 7 October 2025!
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