The MRSM Conference 2025 was held at Asia Pacific University of Technology & Innovation (APU), bringing together industry experts and students to explore how brands can adapt to change through data-driven insights and industry–academia collaboration.

Image

The Annual Marketing Research Society of Malaysia (MRSM) Conference 2025, themed ‘Re-Defining Brands in an Age of Constant Change’, was successfully held on 29 October 2025 at the Asia Pacific University of Technology & Innovation (APU). 

The one-day conference brought together influential voices from marketing research, FMCG, technology, fintech, food and beverage, and creative industries, creating a dynamic platform for thought leadership, knowledge exchange, and professional networking.

Established in 2007 as Malaysia’s only recognised professional body for marketing research, MRSM continued to play a pivotal role in advancing research excellence and industry innovation. 

The 2025 conference reaffirmed this mission by exploring how brands had to continuously evolve in response to rapid technological disruption, data-driven decision-making, and shifting consumer expectations.

The conference opened on a distinguished note with a cultural performance by the APU Chinese Orchestra Club, whose students, trained in traditional Chinese musical instruments, delivered a polished and well-coordinated presentation. 

The performance set an elegant tone for the day while reflecting the cultural diversity and creative spirit of the APU community, and it underscored the University’s commitment to holistic education that balances academic rigour with strong cultural and co-curricular engagement.

The event was formally officiated by Ms Paromeeta Mathur Banerjee, MRSM President, who highlighted the scale, diversity, and strategic relevance of the conference. 

She emphasised the strong and long-standing collaboration between MRSM and APU, as well as the breadth of industry participation. 

Reflecting on the event, she noted that the conference attracted over 200 attendees and featured speakers ranging from global technology leaders such as Google to established FMCG brands and emerging AI solution providers, offering participants a rare opportunity to engage with diverse perspectives within a university setting.

Reinforcing the theme of constant disruption, Mr John Smurthwaite, former President of MRSM, shared insights on the challenges brands faced in an era of rapid change. 

He emphasised the need for organisations to adapt continuously while actively engaging young professionals, highlighting the importance of platforms that encouraged emerging talent to contribute ideas and fresh thinking to the marketing and insights profession.

A Gathering of Industry Experts

Organised collaboratively by MRSM and APU’s School of Marketing and Management (SoMM), the conference convened an impressive mix of industry leaders, academics, media professionals, and technology specialists. 

The programme featured speakers and experts from organisations such as Google, Teads, Vinda, FrieslandCampina, Publicis Media, Maybank, BoltChatAI, Mininglamp Technology, SKIM Singapore, Heineken Vietnam, Accenture Song, and Publicis Media.

Throughout the day, participants engaged in keynote addresses, strategic presentations, and interactive discussions covering topics such as media intelligence, AI-enabled research methodologies, user experience design, consumer insight innovation, and next-generation brand strategy. 

Speakers shared real-world case studies and practical insights drawn from regional and global experience, offering delegates actionable strategies to remain resilient and relevant amid accelerating digital transformation.

Beyond its industry impact, the MRSM Conference 2025 served as a valuable experiential learning platform for students from APU and other universities. 

Students gained direct exposure to contemporary industry thinking, professional discourse, and evolving research practices, bridging the gap between academic learning and real-world application.

A key highlight was the Young Research Talent Session, which showcased emerging Malaysian researchers and innovators. 

This competitive segment celebrated analytical rigour, originality, and forward-looking research, reinforcing MRSM’s commitment to nurturing the next generation of marketing and insights leaders.

The conference also highlighted the importance of sustained collaboration between industry and academia.

APU Vice-Chancellor, Professor Dr Ho Chin Kuan, reaffirmed the University’s commitment to strengthening its partnership with MRSM, emphasising the role of industry engagement in driving impactful, data-centric research and future-ready talent development. 

The exchange of tokens of appreciation between MRSM leaders and APU representatives symbolised the strength of this partnership and their shared commitment to advancing marketing research and professional practice in Malaysia.

Associate Professor Dr Devinder Kaur, Head of SoMM, echoed this sentiment, noting that the collaboration between APU and MRSM had successfully brought real-world insights onto campus, created meaningful engagement opportunities for staff and students, and opened pathways for networking, internships, and industry collaboration.

The Annual MRSM Conference 2025 concluded as a resounding success, reaffirming the importance of adaptability, data-driven intelligence, and AI-powered insights in today’s complex branding landscape. 

By uniting industry practitioners, academics, and students, the conference fostered a vibrant environment for collaboration, innovation, and future-oriented thinking, leaving participants inspired, better informed, and well equipped to lead with confidence in an age of constant change.