Thairath, a media outlet serving Thai people for over 75 years, reaches more than 70 million viewers and followers across broadcast and online platforms. Its strength lies in accessing virtually every Thai household nationwide, providing a substantial source of "Thai data." However, merely possessing vast "data" or "information" cannot precisely translate into business growth without analysis and synthesis grounded in market research principles to convert "massive data" into effective "marketing strategies." Tags: [Media, Data Analytics, Market Research, Thai Audience, Business Strategy]
This led to the collaboration between Thairath Group and Dens Watt Company Limited (DW) in the recently announced project "Thairath Insight." Previously, visitors to the Thairath online website had participated in the "Thairath Poll" survey for over a year.Tags: [Partnership, Thairath Insight, Thairath Poll, Online Survey, Collaboration]
Ekkabodin Densutham, Managing Director of Dens Watt Company Limited, and Netipikat Tangkaipaisan, Information Technology Executive at Thairath TV and Thairath Online,Tags: [Executives, Dens Watt, Thairath TV, Technology] These two key leaders in the project shared the origins of their collaboration and their expectations for transforming "data" into deep insights into Thai consumers.Tags: [Leadership, Collaboration, Consumer Insights, Data Transformation]
Netipikat explained that Thairath Insight aims to create a platform leveraging the traffic and audience base of Thairath TV viewers, Thairath Online followers, and various programs with large numbers. Thairath Group is a major window, with over 40-50 million monthly website visitors, 60 million page views per month, 30 million monthly viewers on Thairath TV, and a YouTube channel with over 100 million views.Tags: [Audience, Platform, Media Reach, Thairath Group, Digital Traffic]
Netipikat pointed out that these figures—viewers, followers, and views—represent awareness, showing that many people receive information through Thairath’s media.Tags: [Audience Metrics, Awareness, Media Reach]
What Thairath Poll and Thairath Insight seek to achieve goes beyond "awareness" to "insight": deeply analyzing audience data to understand what consumers want to consume or engage with, thus creating business outcomes that support marketing efforts. This motivated the partnership with Dens Watt, specialists in market research.Tags: [Consumer Insight, Market Research, Business Outcomes, Partnership]
Netipikat said, "We have enormous traffic, but to transform this vast data into insights requires good tools. This is why we collaborate with DW, which assists in analysis, enabling personalized marketing and precise targeting of consumer groups to meet brand needs more clearly."Tags: [Data Analytics, Personalized Marketing, Consumer Targeting, Collaboration]
Ekkabodin shared that Dens Watt has over 12 years of experience in market research, evolving from Big Data discussions to online services and now AI. The core of DW’s work is a passion for understanding consumers beyond purchasing behavior, including underlying concerns and needs that consumers may not consciously recognize.Tags: [Market Research, Experience, Consumer Psychology, AI, Big Data]
"DW's strength lies in mapping the consumer journey—from brand awareness, purchase, usage, to brand fandom—creating what we call magic touch points across online, offline, and omnichannel platforms to improve client businesses, address issues directly, and foster growth," Ekkabodin explained.Tags: [Consumer Journey, Touchpoints, Omnichannel, Business Growth]
Ekkabodin continued that DW has experience collecting sample groups of up to 4,000–4,500 over more than two months, which is among the largest samples conducted. Generally, sample sizes of about 1,000 require months to collect data, whether broad or in-depth.Tags: [Sample Size, Data Collection, Market Research]
In contrast, Thairath’s Thairath Poll operates online, requiring less time and obtaining similar sample sizes—about 1,000 respondents—in under 10 days.Tags: [Online Survey, Efficiency, Data Collection]
This capability offers potential to deeply explore what brands want to know and develop marketing and business strategies that keep pace with rapidly changing conditions.Tags: [Marketing Strategy, Business Agility, Consumer Insights]
Today, many market research tools exist, and AI assists, but researchers must understand what AI can and cannot do.Tags: [AI Capabilities, Market Research Tools]
Ekkabodin said AI significantly aids in processing large data volumes, functioning like exploratory analysis. However, after this processing, deeper analysis is needed. The team must identify the right people, thoroughly understand client briefs, and truly grasp consumers—areas where AI is still limited.Tags: [AI Limitations, Data Analysis, Consumer Understanding]
"AI helps aggregate and preliminarily analyze data, grouping it and creating tripology, but humans must verify whether AI understands the brief. AI filters data and reduces losses, time, and costs, but explaining why consumers decide as they do requires experienced analysts who truly understand, because brand sales come from genuinely knowing consumers," Ekkabodin stated.Tags: [AI Assistance, Human Analysis, Consumer Decision Making, Brand Sales]
He emphasized the importance of client briefs—clarifying these first ensures results that meet client needs precisely.Tags: [Client Brief, Project Success, Market Research]
Ekkabodin further shared perspectives on good versus poor surveys. Good surveys excel at every stage, not just in final reporting. Just as sales are not accidental but come from deeply understanding consumer needs, he reiterated that "the brief is the heart of the work."Tags: [Survey Quality, Market Research Process, Consumer Needs]
He elaborated that the first step is valuing the brief: carefully designing questions that can be extended because clients sometimes have unasked or unstated needs. Therefore, researchers must understand the brief from the start.Tags: [Brief Design, Question Development, Client Needs]
The second step is 'garbage in, garbage out': incoming data must come from the "right" people, be verifiable and reliable. The team then adds value. Therefore, collecting quality data is crucial; poor data will not lead to sales.Tags: [Data Quality, Sampling, Reliability, Market Research]
The third step is analysis—not just processing data but evaluating, reflecting, and uncovering hidden elements to provide clients with actionable insights that deliver results, sales, repeat customers, and position brands as top of mind for consumers.Tags: [Data Analysis, Insight Generation, Brand Positioning, Customer Loyalty]
However, Ekkabodin noted that although data and evaluation may be excellent, his team does not execute or implement strategies. Therefore, good surveys require effective execution to realize benefits.Tags: [Execution, Implementation, Survey Impact]
Moving forward, the exciting challenge is connecting the dots between what branding and marketing seek, data collected via media, and analytical evaluation, culminating in marketing and business strategies that drive sales growth and brand loyalty.Tags: [Strategy Integration, Data Analytics, Marketing Strategy, Sales Growth]
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