Audience Insight · APAC

Audience Insight

What do enterprise and scale-up marketers expect in order to understand their audiences better?

Australia, New Zealand, Singapore, Japan, Korea, India and Southeast Asia. Updated 25 Sep 2026.

Confidence reflects how broadly independent marketers and sources across all regions support a demand.

Short list: few demands in this region have both voice and an external signal yet; see Not ranked and Early signals.

Where each demand sits: emerging to mainstream

Left to right, how far each marketing technology has spread among businesses; higher up, how strongly marketers in this list ask for it.

ranked demandscored, not rankedlist mediancolour: emerging to mainstream

Not plotted: demands whose maturity is still to be measured and early signals

Maturity still to be measured (scored; an external usage rate or stage is still to come): Consumer trend research.

Early signals (tracked, not yet scored): AI-moderated qualitative research (early adopters), Voice-of-customer mining (early majority), Audience research platform (early majority), Brand visibility in AI assistants (early majority), Customer research repository (late majority), Competitor audience and switching intelligence (late majority), Converting-audience visibility (late majority), Buyer persona builder (late majority), Social listening (late majority). Maturity still to be measured for: Audience overlap and media consumption, Brand health tracking, Path-to-purchase and decision journey research, Reddit and community research, Zero-party data and post-purchase 'why did you buy' surveys.

How to read

Horizontal: how far a marketing technology has spread among businesses, from external research only (independent studies and research run by large brands), never from the score. Innovators = under 2.5% of businesses use it, early adopters 2.5-16%, early majority 16-50%, late majority over 50%; a measured usage rate sits inside its band, a stage without a rate at the band centre. Left of the divide is an early market.

Vertical: Demand Strength score. In demand = scoring above the median of this list (ranked and not ranked demands; the dashed line).

Areas in this list, including demands not plotted: Established & in demand · Mature & quiet · Early & quiet · No maturity data yet. The cards use the same area names.

Sort by

1 (1-1)

First-party data unification and customer segmentation

Brings the brand's own customer data (orders, CRM, email, ads) into one view and cuts it into segments marketers can brief and target from, without an enterprise CDP.

High confidenceStrong evidence: global

Market: late majority · 68% useEstablished & in demand

58.5 Demand Strength

Voice53

Research57

Momentum86

Intensity28

Budget72

Score combines the signals available for this demand.

Signals behind this score

Marketer voices
Research
Search demand
Budget signals

Drawn from trade press, conference talks and industry research.

Where marketers voice itVoiced in US, EMEA, LatAm and APAC

Intensity (all regions)interestproblemlooking for a solutionpaying

Momentum

flat

+7% search interest, last 13 vs previous 13 weeks (Google Trends: AU, IN, JP, SG)

Research

Only 26% of marketers are completely satisfied with their data unification
Salesforce, State of Marketing 2026 (10th edition), 2026 · n=4,450 · run by Salesforce · global sample
Only 30.3% of companies have consolidated customer intelligence that integrates customer data across all touchpoints
The CMO Survey (Duke Fuqua, Deloitte, AMA), The CMO Survey 2026 Topline Report (edition 35), 2026 · n=185 · US sample

paying
Strengthening our loyalty programme is one of the ways we do this, and having the right technology in place enables us to support our loyal customers better while continuing to improve their experience over time
SVP of Marketingenterprise home improvement retailer
Malaysia · Trade press · Aug 2026 source
looking for a solutionreported
At a cost of roughly 30 cents per screening, Colgate built a first-party health data pool of 4.5 million Indians, unlocking what [..] described as “millions of dollars of lifetime value”.
EVP of Marketingenterprise personal care company
India · Conference talk · Feb 2026 source
looking for a solution
The teams now can segment their data themselves. We’re not relying on analysts to do that. It’s helping us create a lot more triggered comms.
CMOenterprise bakery franchise
Australia · Trade press · Sep 2026 source
interest
“As they say, if you automate a mess, you just get a faster mess,”
Chief Customer and Marketing Officerenterprise grocery retailer
Singapore · Trade press · May 2026 source
interest
The real understanding of your customer, what they want, what they need, predicting that and making them a personalised journey, because it feels so seamless... I think that is the biggest challenge to solve
Head of Brand, Engagement and Loyaltyenterprise telecom operator
Singapore · Trade press · May 2026 source

Research

Salesforce, State of Marketing 2026 (10th edition), 2026 · n=4,450 · run by Salesforce · Link
Only 26% of marketers are completely satisfied with their data unification

More studies were reviewed for this demand.

Market maturity

Late majority · 68% use today, 71% plan in 12 months · high confidence

Sources

Salesforce, State of Marketing 2026 (10th edition), 2026 · run by Salesforce · Link
Salesforce, State of Marketing 2026 (10th edition), 2026 · run by Salesforce · Link
The CMO Survey (Duke Fuqua, Deloitte, AMA), The CMO Survey 2026 Highlights and Insights Report, 2026 · Link
Gartner (via CDP.com), Magic Quadrant for Customer Data Platforms 2025, 2025 · Link
Gartner (via AdExchanger), 2023 Marketing Technology Survey, 2024 · Link
Gartner (via Computer Weekly), 2024 marketing analytics and technology survey, 2024 · Link
IAB and BWG Strategy (via Omnibound), State of Data 2024, 2024 · Link
Salesforce, State of Marketing (9th edition), 2024 · run by Salesforce · Link
IAB, State of Data 2023, 2023 · Link

2 (2-2)

Agile consumer survey and concept testing

Runs a quantitative consumer survey or concept test with a real panel in 48 hours, self-serve, without an agency.

Medium confidence

Market: early majority · 19% useEstablished & in demand

44.3 Demand Strength

Voice37

Momentum66

Intensity30

Budget42

Score combines the signals available for this demand.

Signals behind this score

Marketer voices
Search demand
Budget signals

Drawn from trade press.

Where marketers voice itVoiced in US, EMEA, LatAm and APAC

Intensity (all regions)interestproblemlooking for a solution

Momentum

flat

-8% search interest, last 13 vs previous 13 weeks (Google Trends: JP)

looking for a solution
Armed with focus group findings and qualitative research, a long and painstaking effort was made to filter and refine the brand’s true essence, then “trans-create” it to transcend borders and age groups.
Brand Marketing Leadenterprise restaurant group
Hong Kong · Trade press · Aug 2025 source
interest
sometimes there needs to be a trade-off between taking four weeks to curate the most comprehensive brief, design intricate stimulus or reach every person in the world that fits our study criteria and getting actionable insights quickly or cost-effectively.
Lead Insights Consultantenterprise accounting software company
New Zealand · Insight press · Feb 2026 source

Market maturity

Early majority · 19% use today · low confidence

Sources

Greenbook, 2025 GRIT Business Outlook, 2025 · Link

3 (3-3)

Synthetic research and AI panels

Lets marketers ask an AI panel that mimics the brand's target segment to pre-test concepts, messages and creative in hours instead of weeks.

Medium confidence

Market: early adopters (estimated)Early & quiet

38.9 Demand Strength

Voice34

Momentum45

Intensity35

Budget52

Score combines the signals available for this demand.

Signals behind this score

Marketer voices
Search demand
Budget signals

Drawn from trade press, LinkedIn and industry research.

Where marketers voice itVoiced in US, EMEA, LatAm and APAC

Intensity (all regions)interestproblemlooking for a solutionpaying

Momentum

falling

-63% search interest, last 13 vs previous 13 weeks (Google Trends: AU, IN, SG)

Research

84% of research leaders have experimented with synthetic research, versus 68% of individual contributors
Qualtrics, 2026 Market Research Trends Report, 2026 · n=3000+ · run by Qualtrics · global sample

paying
We plan to use AI not only to analyze current purchasing patterns, but also to predict what future customers will value,
Head of CXenterprise convenience store chain
South Korea · Trade press · Jul 2026 source
paying
These tools are designed to add value across the organisation. We can explore ideas with our audience instantly, and start every project with a clearer sense of direction,
GM of Brand Marketingenterprise health insurer
Australia · Trade press · Jan 2026 source withheld
interest
When we were working on the launch of a new hair growth serum for [company], we used AI personas to simulate two distinct groups
Assistant General Manager, Marketingenterprise personal care company
India · LinkedIn · Apr 2026 source withheld

Market maturity

Early adopters · 71% plan in 12 months · low confidence

Sources

Gartner (via Smart Insights), Hype Cycle for Digital Marketing, 2025: Digital Twin of a Customer, 2025 · Link
Greenbook, 2025 GRIT Business Outlook, 2025 · Link
Qualtrics, 2026 Market Research Trends Report, 2025 · run by Qualtrics · Link
Qualtrics, 2025 Market Research Trends Report, 2024 · run by Qualtrics · Link

4 (4-4)

Consumer trend research

Spots rising consumer topics, formats and category shifts early enough to plan content and product around them.

Medium confidence

Market: maturity unknown

32.9 Demand Strength

Voice41

Momentum24

Intensity27

Budget33

Score combines the signals available for this demand.

Signals behind this score

Marketer voices
Search demand
Budget signals

Drawn from trade press, conference talks and industry research.

Where marketers voice itVoiced in US, EMEA and APAC

Intensity (all regions)interestproblemlooking for a solutionpaying

Momentum

falling

-87% search interest, last 13 vs previous 13 weeks (Google Trends: AU, IN, SG)

Research

Adapting to evolving consumer behavior, incl. AI-driven search, remains the top media investment challenge (44%)
IAB, 2026 Outlook Study: September Update, 2026 · n=211 · US sample
Adapting to evolving consumer behavior is the top media investment challenge for US buyers (44%)
IAB, 2026 IAB Outlook Study (January), 2026 · n=205 · US sample

looking for a solution
As a consumer company, we need to be agile, and we’re looking for agencies that can understand our consumers, with local nuances and foresight.
Head of Consumer and Market Insightsenterprise brewer
Singapore · Trade press · May 2025 source
problem
It adds a layer of work in certain departments, and that is something I have personally seen ... I have already done all the research so should I just proceed based on what the trends have already shown me, or must I do this as well?
Head of Brand Marketingenterprise lingerie brand
India · Conference talk · Apr 2026 source
interest
There is no one food truth, there is no one food insight, and therefore the biggest challenge continues to remain: how do I build locally and scale nationally?
CMO, Foodsenterprise food and beverage company
India · Trade press · Jun 2026 source

Market maturity

Stage unknown · usage rate not measured

Sources

Qualtrics, 2025 Market Research Trends Report, 2024 · run by Qualtrics · Link

Early signals

Demands marketers are starting to raise in this region. They are tracked from quarter to quarter and are scored once enough independent marketers raise them.

Demand	Status
Brand visibility in AI assistants (AEO / LLM visibility) Shows whether ChatGPT, Gemini, Perplexity or Google AI Overviews name the brand when buyers ask, and what they say, before that invisible discovery channel shows up in sales.	early signal
Social listening Tracks what people say about the brand, its category and competitors across social and forums, and turns it into decisions.	early signal
Brand health tracking Continuous awareness, consideration and preference tracking that a marketing lead can read weekly and act on, not a quarterly scorecard.	early signal
Converting-audience visibility (post-automation, post-cookie) Shows who actually converted and who the platform is now reaching, after Advantage+ style automation and cookie loss removed the old audience reports.	early signal
Audience research platform	early signal
Customer research repository (insight memory)	early signal
Path-to-purchase and decision journey research	early signal
Buyer persona builder Turns customer data and research into usable buyer personas or an ICP that the whole team briefs from.	early signal
Voice-of-customer mining (reviews, ad comments, support) Reads thousands of reviews, ad comments and support tickets at once to find the words, objections and angles customers actually use.	early signal
Reddit and community research	early signal
Zero-party data and post-purchase 'why did you buy' surveys	early signal
Audience overlap and media consumption	early signal
Competitor audience and switching intelligence	early signal
AI-moderated qualitative research Runs 50 customer qualitative sessions in a day with an AI moderator and returns themes, instead of six manual calls.	early signal

Audience Insight

Where each demand sits: emerging to mainstream

First-party data unification and customer segmentation

What marketers say

Research

Market maturity

Agile consumer survey and concept testing

What marketers say

Market maturity

Synthetic research and AI panels

What marketers say

Market maturity

Consumer trend research

What marketers say

Market maturity

Early signals

Audience Insight

Where each demand sits: emerging to mainstream

Ranked demands

First-party data unification and customer segmentation

What marketers say

Research

Market maturity

Agile consumer survey and concept testing

What marketers say

Market maturity

Synthetic research and AI panels

What marketers say

Market maturity

Consumer trend research

What marketers say

Market maturity

Early signals