Abstract:

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 nation’s 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.