The Asia Pacific University of Technology & Innovation’s (APU) School of Marketing and Management (SoMM) organised ‘The Future of Consumer Insights: Social Intelligence & Artificial Intelligence (AI)’ workshop, where postgraduate students gained hands-on experience with AI-powered social listening tools and explored how organisations use social intelligence to better understand consumer behaviour and market trends.

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Students from the Asia Pacific University of Technology & Innovation’s (APU) School of Marketing and Management (SoMM) gained first-hand exposure to the future of consumer research through ‘The Future of Consumer Insights: Social Intelligence & Artificial Intelligence (AI)’ workshop, an industry-led learning experience that demonstrated how artificial intelligence is transforming the way organisations understand consumer behaviour. 

Held on 25 May 2026, the workshop brought together students from the Master of Business Administration and Master of Science in Digital Marketing programmes to explore the growing role of social intelligence, AI, and data analytics in uncovering deeper, more meaningful consumer insights within today’s rapidly evolving digital landscape. 

The session was delivered by Mr Dex Yeoh, Research Director of Ipsos Synthesio, Ipsos Malaysia, who brought over 13 years of expertise in social intelligence and market research. 

Renowned for translating complex digital data into actionable business intelligence, Mr Dex demonstrated how AI-powered technologies are revolutionising modern consumer research and strategic decision-making. 

Organised under the guidance of SoMM lecturers Mr Philip Tan Hock Guan and Dr Rachel Lua Hooi Ming, the workshop bridged the gap between academic learning and industry practice by introducing students to emerging approaches in consumer research. 

Rather than relying solely on traditional surveys and measurement metrics, students discovered how AI-driven consumer discovery enables organisations to analyse real-time online conversations, monitor brand sentiment, identify emerging trends, and uncover valuable behavioural patterns. 

Through a series of practical demonstrations and real-world case studies, Mr Dex illustrated how businesses leverage social intelligence platforms to transform vast amounts of digital conversations into meaningful marketing insights. 

He also highlighted the increasing importance of combining human expertise with AI capabilities to deliver faster, smarter, and more accurate business decisions.

One of the workshop’s highlights was the opportunity for students to gain hands-on experience with the Ipsos Synthesio social listening platform. 

By working directly with industry-standard technology, students explored how social data could be collected, analysed, and interpreted to support consumer research, brand monitoring, campaign evaluation, and strategic marketing planning. 

The practical session allowed students to apply theoretical concepts from consumer behaviour, digital analytics, and market research within a real-world context. 

It also strengthened their analytical thinking, digital intelligence, and ability to make evidence-based marketing decisions using professional tools widely adopted across the industry. 

Beyond the technical aspects, the workshop encouraged students to appreciate the changing expectations of today’s marketers. 

Understanding consumer emotions, online conversations, cultural movements, and digital behaviours has become increasingly essential in developing effective marketing strategies. 

The integration of AI into consumer insights further demonstrated how organisations can gain a deeper and more comprehensive understanding of their target audiences while responding more effectively to evolving market dynamics. 

Associate Professor Dr Devinder Kaur, Head of SoMM, emphasised the importance of industry engagement in preparing graduates for the future workforce.

“Such experiences strengthened students’ professional competencies through valuable exposure to industry practices, emerging technologies, and real-world applications, ultimately enhancing their readiness for future career opportunities.” 

Mr Philip highlighted that collaborations with industry experts provided students with invaluable opportunities to experience current market practices and develop the analytical capabilities required in today's digital economy. 

Dr Rachel added this sentiment, noting that working alongside industry professionals enabled students to apply theoretical knowledge, gain practical experience with professional tools, and cultivate the critical analytical skills needed to thrive in an increasingly technology-driven marketplace. 

Students also reflected positively on the workshop, highlighting the value of experiencing professional social intelligence platforms and learning how AI is reshaping the future of consumer research. 

Ni Putu Ayu Sukraeni, a Master of Science in Digital Marketing student, shared that the workshop offered valuable insights into how brands analyse online conversations beyond traditional survey methods. 

“It was insightful because we learnt how organisations understand customer opinions, identify market trends, and analyse how consumers discuss brands publicly. 

“These insights support more informed marketing decisions.”

Fellow Digital Marketing student Wai Thin Khine said the session provided a clearer understanding of AI’s growing role in consumer insights. 

“The hands-on activity allowed us to connect theoretical concepts from digital marketing and consumer behaviour with actual industry practices. 

“It also demonstrated how social listening helps brands better understand customer sentiment and emerging market trends.” 

Meanwhile, Tobias Thiem, a Master of Business Administration student specialism in Digital Leadership, described the workshop as an eye-opening experience. 

“The session showed how marketers can move beyond simply collecting data to discovering deeper consumer motivations and trends. 

“It has inspired me to incorporate analytics and AI into my future marketing projects.” 

The workshop successfully strengthened students’ industry readiness by providing practical exposure to cutting-edge AI technologies and professional social intelligence platforms. 

More importantly, it reinforced APU’s commitment to equipping students with the latest industry trends, emerging technologies, and practical knowledge through strong industry collaborations, preparing them to navigate the evolving landscape of digital marketing and consumer intelligence.