We are thrilled to spotlight Vorasaya Suvanatap, Head of Consumer & Market Insight (CMI) at Samsung Electronics, in our ongoing Speaker Interview Series. A seasoned insights leader with over a decade of experience across Unilever and Samsung, Vorasaya joined the Data Demystified Summit Bangkok 2024 to share her expertise on the panel discussion [Big Data Visualisation] How to Turn Complex Data into Clear Insights. Her passion for consumer behaviour, storytelling, and technology brought a fresh, humanised take on how data can be transformed into meaningful business actions.
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 Samsung Electronics
Samsung Electronics, one of the world’s leading technology companies. Known for its cutting-edge innovation in electronics, mobile devices, and smart home solutions, the company also places a strong emphasis on customer-centric strategies driven by deep consumer insights. The CMI team plays a vital role in ensuring Samsung remains relevant, resonant, and responsive to consumer needs across diverse segments.
Quick Q&A with Vorasaya Suvanatap
Could you please give us a quick introduction of yourself?
I’m Ploy, and I lead CMI aka. Consumers & Market Insight at Samsung Electronics in Thailand. I have previous experience in FMCG CMI as well, both with traditional research and digital approaches, such as social listening and search analytics.
On a personal level, I’m very passionate about understanding people’s behaviour and insights, like understanding why my kids do things that we would typically consider irrational.
From your experience with visualising complex datasets, how can visual storytelling enhance customer intelligence strategies and make personalisation efforts more effective?
I think visual storytelling mainly helps in 2 aspects: Better and Faster.
First, it speaks to people’s minds better. People remember stories, not data tables. Visual storytelling basically creates an image which connects to the audience. If they remember and understand, only then can they take relevant actions. So it basically bridges the gap between insight and action.
Second, it saves time. Whenever there’s a complex dataset, there’s a series of actions we do – automating data processing and visualisation helps save that time. Analysts can focus on insight and strategy, while businesses get to see the output quicker, facilitating granular personalisation they may need.
What are some challenges you’ve encountered when integrating AI tools into the consumer insights process?
The main challenge is that people usually think AI can replace everything and therefore expect us to moderate AI to get the result as good as what was done by humans. I personally am a big advocate of AI, and see that AI helps make things faster and more effective, but it lacks contextual and cultural understanding, and can’t deliver emotional understanding as deeply as humans do. So, we can only use it to a certain extent, and input the right information, right questions and right context to make sure the result we get is there too.
How can businesses successfully transform data into revenue-generating opportunities and customer-loved products? Could you share an example?
Data is actually embedded into every stage; it is the key element that works with creative side of all innovations: from evaluating size of price of certain potential innovation, market data can identify current existing products in the market with similar idea – identify success rate, key success factor, allowing us to innovate a new beloved product without being repetitive. When it comes to communication messages, too, consumer data can help shape how we talk.
With confidentiality concerns, I wouldn’t be able to share any real-life use case I did myself, but I hope the above helps illustrate.
How do you see AI helping marketers anticipate consumer needs, rather than simply react to behaviour?
The benefit of Generative AI, as I see it, is the ability to help us innovate through brainstorming. Not everything spitted out of AI would be useful, but when we’re looking for new ideas or potential needs that are still niche but have potential to grow, AI can help come up with what we might not have thought of before, given human experience bias. After getting ideas from AI, it’s important for us to screen, validate and fine-tune these ideas before identifying them as new consumer need space or, even further, developing product ideas to serve the needs.
What upcoming developments in your industry are you most excited to explore?
I’m most excited about the Multi-device experience (MDE) in electronics categories. The aim of everything we do is to make sure humans live a better life – a more convenient, safer and happier one. And to me, the growth of IoT / MDE is key. By connecting everything together, we facilitate a better life – I can see who’s at the door from the comfort of my living room through TV screen, I can switch on air conditioning before reaching home so the room cool down a bit from extreme heat in Thailand, and I can monitor my parents’ safety through Smart Watch – get notify when they fall… the examples are countless.
Vorasaya’s perspective reminds us that data alone isn’t enough – what matters is how we communicate it, contextualise it, and convert it into actions. From navigating the limitations of AI in human understanding to unlocking business value through visual storytelling, her insights reflect the evolving role of CMI in a tech-driven world. As we look ahead to this year’s Data Demystified Summit in Bangkok 2025, we’re proud to celebrate voices like Ploy’s – where strategic insight meets a human-centred lens.
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!
➡ Get tickets now! https://datademystifiedsummit.com/bangkok-registration/
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