2017 ACI Asia Business Series – August Roundtable

Tapping on Consumer Insight to Design for the Future

Businesses should understand users’ needs and generate insights from them, in order to better serve their customers, according to the participants at the 2017 ACI Asia Business Series August Roundtable.

Taking on the theme of “Tapping on Consumer Insight to Design for the Future”, the Roundtable was held at InterContinental Singapore and was attended by more than 60 delegates comprising business leaders, senior management, and academic representatives.

In the session, the panellists pointed out the importance of using Design Thinking and how it can help companies remain relevant.

Panellist Agnes Kwek, Executive Director of DesignSingapore Council, discussed briefly on how conventional mindsets in companies may possibly be a barrier to adopting Design Thinking, although it was also mentioned that people are more aware of new options.

Kristin L. Wood, Head, Pillar Engineering Product Development and Co-Director of the SUTD-MIT International Design Center, Singapore University of Technology and Design, touched on how Design Thinking can be integrated with convention methods to create viable processes and customer-centric solutions.

Garick Kea, Executive Director of Consumer Insights at Nielsen Singapore, shared his views on customer insights, and how it can be a powerful tool to understand customers.

Low Cheaw Hwei, Head of Design at Philips ASEAN Pacific, mentioned how Design Thinking played a pivotal role in his various projects, and how it helped to create unique solutions based on customer insights.

ACI Fellow Associate Professor Boh Wai Fong, Head, Division of Information Technology and Operations Management, Nanyang Business School, who chaired the session, said, “Design Thinking is a critical first step that should be performed before commencing any improvement on business processes. The methodology allows companies to easily identify areas in their internal processes that need to be streamlined, in order to produce outputs required by customers in the most efficient way. This encourages companies to understand what customers need and to design the products and services that meet their needs productively.”

The session is part of the 2017 ACI Asia Business Series, which aims to help businesses navigate through turbulent market conditions, with pertinent insights produced and derived from ACI’s focused research studies on Asian consumers.

The ACI Asia Business Summit “Managing Business Turbulence through Asian Consumer Insight” will be held on 9 Oct 2017.

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Design Thinking ‘key for businesses now’

The Business Times, 2 Aug 2017

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