The rising status of Singapore as a reputable R&D hub in recent times has drawn many organisations who are leaders in their respective fields to set up base here. Colmar Brunton, the largest independent, employee-owned market research and strategic consultancy in Australia, is one such example.

The company located its first office in Asia here in 2006. Some of the key factors contributing to this move are the state of the economy, political environment and access to a well-educated and highly skilled workforce. It also recognised that many of its key clients within the Fast Moving Consumer Goods (FMCG) market have set up their regional headquarters in the Republic, further validating its decision.

"Colmar Brunton Asia Pacific is about to embark on an exciting new phase of investment and expansion, which parallels the continuing strong growth outlook for the marketing research industry throughout the region," says Phil Whinnen, Managing Director, Colmar Brunton Asia Pacific. "This new office will see us well-positioned to springboard growth, capitalising on the unique position of Singapore as a key regional hub."


Pioneer in sensory research

It has since brought some of its renowned research skills as well as consultancy and field services, in particular its sensory research methods, to Singapore's shores. Conceptualised and introduced some 25 years ago, this technique has a highly successful track record, and is utilised by companies in a wide range of industries such as pharmaceuticals, FMCG and food and beverages.

This sensory research method is a scientific evaluation of products and services based on the responses elicited from the five senses - taste, smell, touch, sight and hearing. These are recorded and calculated to give an accurate assessment of the subject being tested. As these results are sensory inputs, which are independent of ethnicity, language and other considerations specific to the location one is in, the data collated may be effectively utilised across multiple geographic boundaries.

"We've developed various proprietary methodologies such as MAGELLAN, which combines descriptive data for a given segment generated via a trained 'expert' panel, with consumer sensory product evaluations to create 'preference maps' that not only define what is actually driving consumer preference, but also provide insight into the size of the market opportunity," says Linda Tan, Research Director, Colmar Brunton Asia Pacific.


Emerging Asia

Colmar Brunton has huge plans for its global expansion, especially in the Asia-Pacific region. With market research turnover within the region accounting for over S$5.1 billion (US$3.5 billion) in annual sales, the company is committed to increasing its presence in the region. Not only will it recruit more staff in Singapore, it will also be establishing a presence in both Thailand and Philippines in the near future.

Currently, the company is in the midst of recruiting and establishing a panel of third-party trained sensory experts to be based in Singapore by the first half of 2008. Given the proximity of key regional markets as well as the fact that notable clients such as Cadbury, Johnson & Johnson and Diageo are based here, the company recognises the need to build up the local talent pool in order to better cater to its clients' needs.

With Asia's middle class rapidly becoming more affluent, Colmar Brunton's proprietary techniques and services would prove invaluable for companies looking to gain insight into this potentially huge market segment. The company's strategic decision to base itself in Singapore, and thus enjoy convenient access to nearby markets, bodes well for the region's research industry.