To learn more from Fiona Chan’s session and gain valuable insights into the evolving role of surveys and data in the insights industry, join us at IIEX APAC 2025 in Bangkok on February 18-19.
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Focus on APAC
January 22, 2025
Spotlight on Fiona Chan: Insights from an IIEX APAC 2025 Speaker
Join Fiona Chan at IIEX APAC 2025 to explore overcoming survey pitfalls, leveraging diverse data, and driving impactful insights across global markets.
by Colin Wong
Disclaimer: Opinions represented here are personal and do not represent those of Merlin Entertainments. Join us February 18-19, 2025 for the event. Find more information on IIEX APAC 2025 here!
Fiona Chan, Head of Insights for Gateway APAC at Merlin Entertainments, is set to share her expertise at IIEX APAC 2025 in Bangkok. In her session, she will explore how traditional survey methods can fall short, drawing on a Path to Purchase study at Merlin to illustrate how her team identified pitfalls and delivered credible results. Fiona will also discuss how her team leverages over 20 data types to drive impactful decisions.
Question #1: Give us a brief peek into your talk. What are the key insights and take aways?
Insight teams live and breath surveys, but survey has its pitfall. In my session I will share examples where survey failed us in a Path to Purchase study in Merlin, how we systematically identified the issues and what we did to deliver credible results. I’ll also share how our teams use more than 20 types of data to deliver measurable impact.
Question #2: You have a great topic. What led you to choose it?
In 2024, Merlin built foundational insights in our markets and consumers across all gateway cities in UK, Europe, US and APAC. The insights cover travel attitude and behavior to channels and market dynamics. There were a lot of learnings on how we can better capitalize on the market opportunities and equally, it gave us illustration on when survey works best and when it doesn’t. These are valuable lessons for Insight as an industry.
Question #3: We are glad to have you with us. What would you like to learn from other speakers and attendees?
I would like to hear about the latest technologies that can help us deliver insight faster, cheaper and with more precision. What we have trialled as an industry and what the learnings are.
Question #4: Our industry is buzzing with the word innovation. What is research innovation to you?
Research innovation to me is creating new solutions by leveraging on cutting-edge tools and technologies. It either delivers insights faster, cheaper or with more precision, or uncovers insights previously unattainable.
Question #5: Research technology and automation are helping to streamline our cost and time. What else is at work to help insights professionals?
Let’s not forget about the wealth of internal data that each organization has and is often overlooked. Internal data gives snapshots of existing customers and operations. It reveals our strengths and opportunities, and is the ‘so-what’ to stakeholders. Insight teams who leverage on internal data effectively also add urgency to their call to action.
Question #6: Greenbook works to move the insights industry and profession forward into the future. What is the biggest thing you would like to see change to improve for our industry?
Insight needs to deliver more visible and measurable business impact to be credible as an industry. It calls for many skills – we need to be a storyteller to engage stakeholders in customer and data conversations; be a strategist to deliver on the ‘so-what’ and advise on actions; and be bold in talking about the impact our teams deliver!
Question #7: Speaking of the future, the IIEX conference series is a leader in leading discussion of insights future prediction. What do you see on the horizon that (hopefully) attendees can discuss at this event?
IIEX conference is a great platform to exchange knowledge on the latest technology that can help us deliver insight faster, cheaper and with more precision. It’s equally important we share experience on what we have trialled as an industry and what the learnings are.
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