Thairath Group Launches Thairath Insight Audience Intelligence Service

Thairath Group has launched Thairath Insight, an Audience Intelligence service that provides a platform for brands to directly engage consumers nationwide, targeting brands and agencies.

In an era where businesses must operate through data-driven marketing, accessing authentic consumer voices has become crucial for success. However, brands and agencies have faced challenges with costs and lengthy timelines in market research, especially when gathering data from provinces and consumers aged 45 and above, a key purchasing demographic in the country.

Recently, Thairath Group, Thailand's major media company, has announced the launch of "Thairath Insight" a comprehensive Audience Intelligence service designed as a marketing tool for brands and agencies. It transforms the nationwide readership and viewers of Thairath's media network into a panel sample that brands can directly query for opinions.

Highlighting three main components that raise marketing data standards,

Thairath Group's data states that Thairath Insight is built on three key structures to deliver accurate and actionable insights, including

• Panel: A selected sample group from Thairath's nationwide readers and viewers, covering demographic, economic, social, and behavioral profiles, with regularly updated current data.
• Methodology: A research methodology developed in partnership with Denswhat Thinking Partner (DW), a leading marketing research and consulting firm with over 20 years of experience, overseeing everything from respondent screening to ensuring population representativeness.
• Analysis: Analysis and full reporting summarizing deep insights, enabling executives to make immediate decisions on products, pricing, and communication strategies.

Addressing business pain points with speed, cost-effectiveness, and targeted audience reach,

A key advantage of Thairath Insight is reducing time and cost in research by eliminating the need to recruit new samples from scratch. The workflow aligns with marketing decision cycles: questionnaire development in 3–5 days, data collection via Thairath Poll in 7–10 days, and full report delivery within 15–20 days.

Moreover, this mechanism has proven successful on TV screens through campaigns with leading brands, converting mass reach via QR codes on Thairath TV into measurable feedback from over 2,600 respondents within just 5 days. It also supports tracking the same sample group repeatedly before and after campaigns or on a quarterly basis.

Supporting four research solutions to meet brand strategy needs,

Thairath Insight covers four main research types:

• Brand Health: Surveys brand awareness, purchase consideration, and brand loyalty.
• Customer Satisfaction: Measures satisfaction, Net Promoter Score (NPS), and repurchase likelihood.
• Usage and Attitude (U&A): Delves into behavior, attitudes, and purchase decision factors.
• Ad and Campaign Tracking: Evaluates advertising effectiveness and key message recognition before and after campaigns.

Linking research results to communication extensions on Thairath's platform,

Another unique feature of this service is that brands can immediately convert research findings, supported by proper methodology, into communication content (PR & Content Marketing) on Thairath Group's platforms, enhancing brand credibility in public communications.

Brands and agencies interested in designing research projects can contact the Thairath Insight team at Thairath Group by phone at 02-127-1000, press 0.
Email:cs@thairath.co.th
and social media channels Facebook: Thairath & Instagram: Thairath