A Whole New World: A new and valuable platform for market research

This paper describes how market research techniques were applied to measure quality of life in Thailand, and how findings were applied to improve quality of life.

A Whole New World: A new and valuable platform for market research

Daranee Charoen-RajaparkGfK MarketWise

Introduction

Thailand has recently undergone one of the most difficult periods in its history as a result of political conflict and societal divisions in the past five years. Although the country has suffered through this upheaval, a positive development that emerged is a new civil consciousness among the Thai people and an increased desire among them to play a role in the development of Thailand. One group of such private citizens calling themselves the Khon Thai Group (Thai People Group) came to our company...

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