A group of citizens called Khon Thai (Thai people) have a passionate mission to promote a harmonious society and to raise the quality of life for the Thai people. Market research is renowned for its ability to improve the quality of products and services but can we use market research to improve the quality of life for a nations people? To meet this mission, Khon Thai Monitor was initiated to understand, measure and monitor the quality of life, development and progress of Thailand according to a series of relevant and comprehensive indicators. This paper presents how Khon Thai Monitor was conceived under a new market research platform, the challenges faced, and how the results have been applied to improve a nation.
A group of citizens called Khon Thai (Thai people) have a passionate mission to promote a harmonious society and to raise the quality of life for the Thai people. Market research is renowned for its ability to improve the quality of products and services but can we use market research to improve the quality of life for a nations people? To meet this mission, Khon Thai Monitor was initiated to understand, measure and monitor the quality of life, development and progress of Thailand according to a series of relevant and comprehensive indicators. This paper presents how Khon Thai Monitor was conceived under a new market research platform, the challenges faced, and how the results have been applied to improve a nation.
This publication contains the papers presented at the 3rd Asia Pacific Marketing Research Conference and Exhibition Redefining Business in Asia Pacific. While Asia has made great strides in recovering from the worst economic crisis in a generation, the regions ability to sustain growth will depend on how well it adapts to the challenges of the mega trends that are transforming the global economy.