by Turning Consumer Insights into Hyper-Personalized Experiences at Scale
Expert Insights from Sushil Katdare, CX Director, Greater China & Intercontinental Region at GSK
Sushil Katdare is a Chartered Marketing professional with over 20 years of experience in the pharmaceutical and healthcare industries. Currently serving as CX Director for GCI Region at GlaxoSmithKline, he focuses on strategic planning, omnichannel engagement, and harnessing emerging technologies to enhance customer experiences. With a postgraduate degree in AI and Machine Learning from Caltech, Sushil combines practical expertise with a keen interest in how innovation can shape marketing’s future. His approach emphasizes customer-centric solutions and adaptability, reflecting his commitment to addressing the evolving needs of the industry.
MRMW: What motivates you to join the conference, and what are your expectations?
Sushil: As someone deeply engaged in customer experience largely HCPs, market research, and digital transformation, MRMW APAC is the perfect platform to exchange ideas with industry leaders, explore cutting-edge methodologies, and challenge conventional approaches.
My motivation stems from a strong belief that consumer insights should be more than just data points—they should be the foundation of meaningful, personalized experiences. The market is evolving at an unprecedented pace, and understanding human behavior in real-time has never been more critical.
I expect this event to be an immersive space where professionals can discuss practical applications, emerging trends, and innovative strategies that redefine how brands connect with their audiences.
MRMW: Without giving too much away, what is the core message of your talk, and what would you like delegates to remember?
Sushil: The core message of my talk is how brands can transition from data collection to data activation—turning consumer insights into hyper-personalized experiences at scale.
With AI, predictive analytics, and behavioral science reshaping consumer engagement, brands today have access to more data than ever. However, the challenge is not just collecting insights but leveraging them in a way that drives real-time, contextual decision-making.
I want delegates to walk away with a mindset shift: moving from reactive market research to proactive, predictive consumer engagement—where insights don’t just inform but actually shape business strategy in real time.
MRMW: How has this impacted your own work and your organization?
Sushil: In my work, I’m focusing now on integrating AI-driven insights, omnichannel engagement, and behavioral analytics to create more relevant and impactful customer experiences. The shift from traditional market research to real-time, dynamic insights has significantly enhanced how we design, test, and optimize customer interactions.
One key impact has been the move from static, retrospective data to predictive and prescriptive insights, allowing for faster, more agile decision-making. This approach has not only improved engagement and retention but has also led to stronger commercial outcomes by ensuring that every customer touchpoint is guided by intelligence, not assumptions.
MRMW: What are the MR / CMI trends that have dominated 2024, and what will 2025 bring?
Sushil: 2024 has been the year of AI-powered consumer intelligence, real-time sentiment tracking, and increasing reliance on first-party data. With growing concerns around data privacy and third-party cookie deprecation, businesses have prioritized zero-party and first-party data strategies to build direct, trust-based relationships with consumers.
Looking ahead to 2025, several key trends will shape the industry:
• Predictive & Prescriptive Analytics: The next frontier will be not just predicting consumer behavior but prescribing real-time actions that brands can take.
• AI-driven Conversational Insights: AI-powered chatbots, voice analytics, and NLP-based sentiment tracking will become more mainstream for understanding consumer intent.
• Hyper-Personalization at Scale: AI will allow brands to move beyond segmentation to true one-to-one personalization in real-time.
• Ethical AI & Data Transparency: With growing regulatory scrutiny, companies will need to balance AI efficiency with ethical decision-making, ensuring unbiased and responsible use of consumer data.
MRMW: Last but not least, where do you find learning, inspiration, and information? Can you share some of your favorite resources with us, be it blogs, podcasts, books, or websites?
Sushil: I believe in continuous learning through a mix of industry reports, hands-on experimentation, and engaging with thought leaders. Some of my go-to resources include:
Books:
• “Competing in the Age of AI” – Marco Iansiti & Karim R. Lakhani
• “The Experience Economy” – B. Joseph Pine II & James H. Gilmore
• “Measure What Matters” – John Doerr
Podcasts:
• The CX Leader Podcast
• HBR IdeaCast
• The AI Alignment Podcast
Websites & Reports:
• Harvard Business Review (HBR) – Consumer & Market Research Insights
• Think with Google – Emerging Consumer Trends
• Forrester & Gartner Reports on CX & Digital Transformation
MRMW: Thank you so much, Sushil! We look forward to welcoming you to the event.
Join Sushil Katdare as he explores the shift from data to action—transforming consumer insights into real-time, hyper-personalized experiences. Catch his session at MRMW APAC, the leading Market Research conference, on April 9–10, 2025, in Singapore.
Now in its 17th year, this leading event brings together forward-thinking clients, innovative agencies and technology disrupters to discuss the latest trends and innovations driving the insights and market research industry forward.
This year’s conference features cutting-edge research techniques, from planning to implementation, plus expert panels, 1-2-1 meetings, and keynote presentations from industry leaders at Reckitt, HP, Coca-Cola, Unilever, IBM, Dell, Castlery, and more.
Don’t miss this chance to gain actionable insights and connect with top innovators! Check ticket availability here.
