A cohort of 30 APU’s School of Marketing & Management (SoMM) students visited Kantar Insights Malaysia in Kuala Lumpur to gain real-world exposure to data analytics, market research, and consumer insights; through interactive workplace tours, presentations on Kantar’s Intelligence Engine, and discussions on qualitative methods and AI integration, the students learned how raw data translates into strategic enterprise decisions while connecting directly with industry mentors.

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Stepping into the forefront of global market intelligence, undergraduate students from Asia Pacific University of Technology & Innovation’s (APU) School of Marketing & Management (SoMM) visited Kantar Insights Malaysia in Kuala Lumpur to discover how data-driven research shapes modern enterprise strategy on 2 October 2026. 

Led by Ms Harjinder Kaur, APU Senior Lecturer and Industry Advisory Panel Coordinator, the cohort of 30 students specialising in Digital Marketing, Business Analytics, and International Business Management gained front-row access to how human insight, data analytics, and cutting-edge technology converge to shape strategic decisions for top global and local brands. 

Guided by Ms Usha Devi C. Kochugovindan, Kantar Insights Administration Manager (Insights Division), the visit kicked off with an interactive tour of Kantar Malaysia’s dynamic workspace.

Students observed the inner workings of a full-service agency housing over 125 professionals, exploring everything from specialized qualitative discussion rooms to digital analytics hubs, while experiencing the firm’s open, collaborative culture firsthand. 

Following the tour, Mr Hoo See Kong, Business Development Director (Insights Division), set the stage for the afternoon by outlining the day’s interactive itinerary. 

Ms Paromeeta Mathur Banerjee, General Manager and Country Head (Insights Division) at Kantar Insights and an APU Industry Advisory Panel member, then introduced Kantar’s global footprint and its 50-year legacy in Malaysia.

She demystified the agency’s core Intelligence Engine — built on Signal, Decision, and Strategic Intelligence — showing students how integrated data engines connect daily market signals directly to enterprise value and return on investment. 

Diving deeper into operational methodology, Ms Annisa Najihah, Senior Associate, SEA Analytics (Insights Division), walked students through the end-to-end 7-step research journey: Frame, Scope, Build, Analyse, Context, Story, Act. She highlighted key competencies valued by modern employers, emphasizing curiosity, data literacy, and the vital balance between commercial instinct and technological tools. 

The session then turned to consumer psychology with Mr Norman Wong, Senior Associate in Qualitative Research.

He demonstrated how qualitative research decodes consumer motivations, emotions, and habits by pairing traditional focus groups and in-depth interviews with modern observational techniques like shop-alongs, eye-tracking, and AI-driven moderation. 

Rounding off the presentations, Ms Nabila Amani Abdul Rahim, Consultant, SEA Analytics (Insights Division), showcased real-world case studies detailing how digital footprints — from search queries and social media activity to Large Language Models (LLMs) — are translated into actionable strategies. 

She alerted students to how AI models source data (often prioritizing platforms like Reddit or Healthline over official brand sites), underscoring why human critical judgment remains indispensable.

The formal presentations transitioned into an energetic, interactive Q&A and networking session moderated by Mr Hoo See Kong and the Kantar team. 

APU students actively engaged the panel, asking probing questions on career transitions, data ethics, and research methodologies, while forging valuable professional connections with industry mentors. 

Reflecting on the experience, International Business Management student Ana Sofie Halbig highlighted the personal touch of the visit. 

“Our visit to the market research company gave us a real picture of how the team works and was especially valuable to hear from the young employees themselves, and to see how the collaborative work and team structures function in practice. 

“The people we met were incredibly friendly, and we got to know several different characters. They also shared a bit about each person’s career path, which made the visit personal and relatable. We also gained a clear understanding of the full process, from exploratory to descriptive market research. It was a very cool and insightful experience,” she said.

For Business Analytics student Voaharititana Saturnin Ratovomanana, the visit broadened her career horizons. 

“What stayed with them most from our visit to Kantar Malaysia was seeing how a global business turns its knowledge of people into intelligence that other businesses rely on. Its international reach made us appreciate the value of delivering insights that remain relevant across different markets and cultures. 

I was particularly fascinated by the Kantar Intelligence Engine and how it brings together AI, human insight and synthetic data. The connection between Signal, Decision and Strategic Intelligence helped me understand how identifying market changes can lead to better decisions and long-term growth strategies. As a Business Analytics student, this expanded my view of where my major could take me,” she said. 

Muhammad Abdul Kadar Musharraf, studying Business Management with Business Analytics, shared the practical clarity the visit provided.

“This industrial visit to Kantar was a valuable and insightful experience because it gave us a better understanding of how the knowledge we gain in the classroom is applied in a real-world working environment. 

“I especially appreciated the opportunity to learn more about the industry and gain insights from professionals. This visit was both educational and inspiring, and it helped us see the importance of practical exposure in preparing for our future career,” he said. 

International Business Management student Thierno Abdoulaye Diallo added this visit was an insightful experience that helped her understand how market research, consumer insights, and AI influence business decisions. 

“Learning about quantitative and qualitative research showed us how businesses use data to understand customers, identify market trends, and develop effective strategies. 

“As an International Business Management student, this experience helped us connect classroom knowledge with real-world business practices,” she said.

Ms Harjinder Kaur concluded industry exposure visit to Kantar Malaysia bridges classroom concepts with live market realities. 

“It empowers our students to look beyond raw numbers, ask the right questions, build meaningful career networks, and realize that while algorithms process data, it is human insight and strategic judgment that ultimately drive impactful business decisions,” she said. 

APU extends its sincere appreciation to the entire team at Kantar Insights Malaysia for their exceptional hospitality, mentorship, and commitment to nurturing the next generation of business leaders.