General Motors Research Manager addresses Marketing Research Forum

He outlined the holistic approach that General Motors brings to the Middle East, to generate accurate insights in a complex business, allowing the company to reach customers faster and promote a successful business, thus sharing knowledge and expertise.

"We believe that market research plays a vital role in identifying opportunities for innovation and we are extremely delighted to be invited to speak at this distinctive event," said Singh. "General Motors has long invested in research to generate insights and measurement metrics to track business performance."

The forum addresses the latest trends and developments in marketing research techniques, looking at the rapid growth in the region and the increasing need to research. Other focus areas include customer segmentation, consumer insights, new product development, brand positioning, media research and youth market research.

"We are delighted to be hosting the first conference in the region that is purely dedicated to the business benefits of marketing research. As competition increases, marketing research is becoming increasingly important as a way of keeping up to date with the latest consumer and market trends," said Hannah Wilson, Conference Manager, IIR Middle East.

"The forum provides a unique opportunity for delegates to network with both regional and international experts in marketing research, sharing their knowledge on the latest research techniques, best practice, the hottest issues and current and future trends in research."

During the forum, Singh also discussed GM's Middle East brand architecture that spans six divisional brands, with over 40 different models across all brands. Other key topics included the different elements of research, insights for effective decision making and implementation of the various research techniques.

"We make sure that our pre and aftersales operations in the Middle East are benefiting as we apply and implement proven tools of research that helps us in reducing the time it takes to bring our cars to market and deliver the service customers expect," added Singh.