Unlocking Strategic Value from Data: Insights from Maybank at MRMW APAC 2026
At MRMW APAC 2026, market research leaders will explore how insight teams can deliver greater strategic impact by combining multiple data sources, from public datasets to internal analytics.
We spoke with Suryo Aji Soekarno, Vice President – Market / Consumer Intelligence, Maybank, who will share practical examples of how insight teams can work more closely with business teams, integrate diverse data sources, and focus on solutions that truly drive decisions.
MRMW: What motivates you to join the MRMW APAC 2026 and what is the core message of your talk?
What motivates me to join MRMW APAC is the opportunity to share practical examples of how insight teams can work more closely with the business by making better use of data that is already available.
In many organisations, valuable public and alternative datasets remain underutilised, while teams continue to rely primarily on bespoke research.
The core message of my talk is that insight teams can add greater strategic value when they are able to combine publicly available data, alternative data, and internal data to answer real business questions.
Rather than producing isolated analyses, the focus should be on helping line-of-business teams understand where opportunities are, how large they are, and how to prioritise them.
The session will show how different data sources can be integrated in a structured way to support decisions around market sizing, targeting, and resource allocation, and how insight teams can position themselves as true partners in these decisions.
MRMW: How has this impacted your own work and your organisation?
Suryo:Business priorities today change quickly. Budgets are under pressure, timelines are shorter, and there is a clear expectation to deliver more impact with fewer resources. This has required insight teams to rethink how they operate and where they focus their effort.
For me personally, this has reinforced the shift from being a research provider to acting as a strategic partner to the business. The value of insights no longer comes only from the depth of analysis, but from the ability to integrate multiple data sources into a coherent view that business teams can act on.
As a result, my work is no longer defined by whether an approach is quantitative or qualitative. Instead, it is defined by whether the approach helps solve a business problem. This multidisciplinary way of working has become essential for insight teams that want to remain relevant
MRMW: How has Market Research and Insight as a practice evolved in the last couple of years, and how would you like to see it evolve in the next few?
Suryo:Market Research and Insight has evolved beyond a primary-research-led discipline to one that increasingly incorporates behavioural, transactional, and external data. In Indonesia, the quality and availability of public data has improved significantly in recent years, creating new opportunities for researchers.
I would like to see insight teams become more confident in combining public data with custom research to answer questions that matter to the business. Public data should not be viewed as a secondary input, but as a valuable layer that provides scale, context, and direction. Going forward, the focus should be less on individual methods and more on how different data sources are brought together to support better decisions.
MRMW: Given this evolution, what are two expected and two less obvious skills market researchers should possess, and why?
Suryo:Two expected skills are data literacy and storytelling.
Researchers need to be comfortable working with different types of data and able to translate complexity into clear, relevant narratives for decision-makers.
Two less obvious but equally important skills are systems thinking and stakeholder judgement. Systems thinking helps researchers understand how data, business processes, and decisions are connected. Stakeholder judgement helps determine what level of detail is needed, when to challenge assumptions, and how to frame insights so they lead to action.
These less visible skills often determine whether insights are used or ignored.
MRMW: Apart from work, what can delegates at the event talk to you about? Do you have any particular personal interests, hobbies or extracurricular activities and engagements?
Suryo:Outside of work, I enjoy doing sports like swimming and jogging. Jakarta has many good parks and sports facilities, and spending time exercising with my family is an important way for me to maintain a good balance between my work and my personal life.
MRMW: Thank you so much, Suryo. We look forward to hearing more from you atthe event.
💡Continue the Conversation on Data-Driven Insights with Suryo!
MRMW APAC is the leading conference for market research excellence and innovation, featuring industry leaders who share practical methods, actionable insights, and forward-thinking strategies.
📍Join us on April 14–15, 2026, in Singapore, and learn how insight teams can integrate public, alternative, and internal data to drive strategic business decisions.
The 2026 edition will deliver cutting-edge techniques, real-world case studies, and practical examples from leading brands.
This year, market research experts are joining us from OCBC, De’Longhi Group, PepsiCo, Diageo, IBM, and more.
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