Market Probe Announces New Managing Director of Asia Pacific

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Market Probe is poised to strengthen customer advocacy research in Asia Pacific region with its new director, Mr. Saji Kumar.

With our thought leadership in the areas of brand and customer advocacy, we are well positioned to meet the research needs of our clients.

Market Probe, the global customer research organization, recently announced that its new managing director for Asia Pacific will be Saji Kumar. Mr. Kumar is an experienced research, brand, and advocacy consultant with over twenty years of pertinent, global experience. He was involved in most of the key building initiatives in 2010, and, with his new assignment, he will be able to consolidate Market Probe’s Asia Pacific presence so the company can continue to lead customer and brand advocacy research in the region.

Given the potential power of the developing markets in Asia Pacific, Mr. Kumar was excited to have the opportunity to direct operations there. “The Asia Pacific market is one which is characterized by extraordinary growth potential,” he said, “and this has increased clients’ demand for consumer insights. As the region continues to grow in scale and economic importance, I am very confident of our ability to deliver the research insights that our clients in the Financial, Telecoms, Technology, Travel and Tourism and Automotive industries will need to stay ahead of the game and continue to build market share.”

“Asia Pacific is a critical growth region for Market Probe and an increasingly important part of our global business strategy,” he continued. “With our thought leadership in the areas of brand and customer advocacy, we are well positioned to meet the research needs of our clients.”

Thought Leadership In B2B Customer Advocacy
Mr. Kumar’s recent promotion underscored his thought leadership in customer advocacy, especially in the B2B sector. In a recent white paper entitled “Does Customer Advocacy Exist In B2B?” Saji Kumar and others explore the crucial, actionable areas of customer advocacy development, which lead to quantifiable business successes. After extensive surveys and analyses, the team of writers showed that certain factors influence decision makers more than others, and optimizing an approach must take these into account. They conclude that “due to the critical nature of touch points, performance, brand perception, and relationships in B2B, advocacy may well be more important in this arena than in the business to consumer world.”

Customer Advocacy Aids The Travel & Hospitality Industries in Asia Pacific
At a recent global conference for customer advocacy in Chicago, Mr. Kumar discussed the effect that Market Probe’s customer advocacy work has had on that pivotal region. “We feel that advocacy is a medium where we can actually help these companies understand the customers they’re looking for and market precisely to them.”

He went on to describe a recent conference that Market Probe held in Singapore. The conference was a huge success. The 50 or so companies that participated were looking for a unique way of targeting their customers, and they found what they were looking for with Market Probe’s help. “This advocacy framework has really come on as a different tool to help us market our research strategy across the region,” he said.

Dr. TR Rao, CEO of Market Probe, describes Market Probe’s approach to customer advocacy this way: “Advocacy is a new concept in customer satisfaction research. We are operating in a new society where there is a declining trust in large brands. And people trust more each other than what the manufacturers say. ‘Advocacy’ deals with that head on. We’re saying: you need to know who your advocates are, you need to know how many advocates you have, and you need to engage them to promote your own brand.”

Using Market Probe’s SHARE+ customer advocacy research framework, clients are able to classify their customer base into four groups on an advocacy ladder—the most effective segmentation scheme in the industry. With this research in hand, clients can begin to take action to move customers up the advocacy ladder, drastically improving overall business performance.

Mr. Kumar Brings 20 Years of Diverse Global Experience To The Position
Saji Kumar is highly qualified for the new position, with over 20 years of diverse global industry and consulting experience. His current focus is on developing cutting-edge solutions in the areas of customer and brand advocacy in order to impact market share. Before joining Market Probe in 2010, Mr. Kumar held senior research positions with companies such as IPSOS, TNS, Millward-Brown, and the Gallup Organization. He has developed his unique global perspective and acute cultural acumen by working with a broad range of high-profile clients in countries as diverse as Mexico, Brazil, Argentina, Australia, New Zealand, Singapore, Korea, China, Japan, Thailand, Indonesia and Malaysia.

Market Probe, Inc.
Market Probe, Inc. is a global market research firm specializing in full-service strategic guidance and stakeholder solutions. The corporate headquarters is located in Milwaukee, Wisconsin in the USA, with full-service research offices throughout the US and in Canada, United Kingdom, Belgium, UAE, India, Bahrain, Hong Kong, Singapore and China, and additional strategic partnerships globally. For information, please visit


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