Examined marketing spend gaps in under-served suburban and rural areas in Malaysia, correcting key assumptions that were based on online-only data.
The ride-hailing company marketing strategy was built on online data that painted an incomplete picture of consumer behaviour in suburban and rural Malaysia, leading to misallocated spend and missed opportunities.
We deployed on-the-ground research across suburban and rural areas to capture realities that online data missed. By comparing digital assumptions against actual fieldwork findings, we identified significant gaps in the company understanding of these under-served markets.
More work
Assessed the feasibility of new product segments and mapped consumer preferences, attitudes, and willingness to pay for a major water bottling company exploring new-to-market offerings in Malaysia.
Evaluated acceptance and effectiveness of a new communication channel for a national power utility, measuring its impact on brand perception and customer understanding of new products.
Organised large-scale periodic pricing and menu data collection from both international and local food merchants, supported by a custom dashboard for rapid analysis.
