by From Insight to Identity: Rethinking the Role of Market Research in Brand Strategy
As the leading platform for market research innovation in Asia-Pacific, MRMW APAC brings together the thinkers and practitioners shaping the future of insights and strategy.
In this interview, Elaine Tai, Director of Brand & Market Integration at VIVAIA, shares how consumer insight can move beyond data to shape brand identity. She discusses the evolution of market research, the role of sustainability and wellness in consumer understanding, and the skills researchers need to translate insight into meaningful brand impact.
MRMW: What motivates you to join MRMW APAC 2026, and what is the core message of your talk?
Elaine: MRMW APAC gathers the people who shape how brands truly understand the world — not just through data, but through human insight. I’m joining because this community values depth over dashboards and connection over noise.
My talk centres on how insight becomes identity. At VIVAIA, we see sustainability and comfort as a grounded way of living — starting from the feet, the foundation of posture, alignment, and longevity. When people feel supported from the ground up, they move through life with clarity and confidence. Brands should operate the same way: rooted, intentional, and aligned with what people genuinely care about.
The core message is simple: Insight only matters when it becomes a conscious connection. When we translate understanding into experiences that feel natural, intuitive, and meaningful, brands don’t just grow — they stand firmly in who they are.
Insight only matters when it becomes a conscious connection.
When we translate understanding into experiences that feel natural, intuitive, and meaningful, brands don’t just grow — they stand firmly in who they are.
MRMW: How has Market Research evolved, and how should it evolve next?
Elaine: Research has evolved from static reports to dynamic understanding. We’ve moved from tracking behaviour to interpreting meaning — from “what they did” to “what grounds them, motivates them, and shapes their choices.”
Looking ahead, I hope research becomes more holistic and more human. We need insights that consider wellness, sustainability, cultural nuance, and emotional alignment. Imagine studies that explore how people seek balance, stability, and comfort in a fast-moving world. Imagine sustainability research that measures not only environmental impact but also the sense of purpose and calm it brings.
The future of insight is not more data — it’s deeper grounding.
MRMW: What are two expected and two less obvious skills researchers should possess, and why?
Elaine:
Two expected skills:
- Analytical sharpness — the ability to distill complexity into clarity.
- Narrative craft — because insights only influence when they’re memorable.
Two less obvious skills:
- Embodied awareness — the sensitivity to read energy, posture, tone, and unspoken cues. Researchers who practise mindfulness or yoga often notice what others overlook.
- Systems thinking — understanding how sustainability, culture, wellness, and behaviour interconnect. This is where meaningful innovation begins.
These skills help researchers move from information to intuition — a powerful shift in a world overflowing with data.
MRMW: Outside of work, what can delegates talk to you about?
Elaine: I love conversations about yoga, meditation, and ancient wisdom — especially how grounding practices help us navigate modern life with more clarity and less fear. I’m fascinated by how the feet, our most overlooked anchors, influence alignment, energy, and even emotional steadiness.
I’m also passionate about modern womanhood: how comfort becomes a quiet form of power, how authenticity becomes style, and how we can lead with softness without losing strength.
If you’re curious about applying ancient teachings to business and creativity, I’m always happy to share insights from Karma of Love or the deep well of wisdom on theknowledgebase.com.
And yes — we can absolutely talk about shoes.
MRMW: Thank you so much, Elaine. We look forward to hearing more from you at the event.
Reading/listening recommendations:
In your ears – Podcast:
Teachings from The Knowledge Base — practical wisdom for leaders who want clarity, purpose, and grounded decision-making.
Must read – Book/Blog:
Karma of Love by Geshe Michael Roach — a simple, powerful guide to creating success through intention, compassion, and conscious action. It’s the book I return to whenever I need to realign my foundation.
💡 Continue the Conversation with Elaine at MRMW APAC 26!
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 gain firsthand knowledge on customer experience strategies and research-driven decision-making.
The 2026 edition will deliver cutting-edge techniques and real-world case studies from leading brands. This year, market research experts are joining us from OCBC, De’Longhi Group, PepsiCo, Diageo, IBM, and more.
🎟️Secure your spot today before seats sell out!
