IIEX APAC 2026 in Bangkok answered a pressing question for insights leaders: how do you combine AI, behavioral science, and cultural understanding to drive better decisions in real markets? Across two days of sessions and case studies, the conference revealed where consumer insights in 2026 are truly heading. The future is not defined by technology alone, but by how intelligently it is applied in real decision-making environments.
Rather than celebrating speed for its own sake, conversations focused on precision, relevance, and execution. From in-home behavioral observation to AI-powered research platforms, IIEX APAC showed how insights teams are moving from experimentation to impact.
Here are five themes from IIEX APAC 2026 that signal where the industry is heading next, and what it means for brands operating across complex APAC markets.
1. AI Is Reshaping Insights Workflows, Not Replacing Expertise
Across multiple sessions, speakers showed how AI in market research is fundamentally redesigning insights workflows. Instead of automating isolated tasks, AI is now being used to surface patterns faster, support predictive thinking, and reduce manual analysis that slows teams down.
What stood out this year was the shift from capability to application. Leaders discussed how AI enables teams to spend less time processing data and more time interpreting it, pressure-testing ideas, and informing decisions that happen on crowded retail shelves and digital screens.
The takeaway from IIEX APAC was clear: AI delivers value when paired with strong frameworks and consumer databases, high-quality behavioral data, and experienced human interpretation. Without that foundation, speed risks becoming noise. With it, AI becomes a catalyst for decision precision.
2. Human-Centered Research Still Explains the “Why”
Despite advances in automation, speakers repeatedly addressed why human judgment still matters. Context, empathy, and observation explain behavior in ways models alone cannot.
A compelling example came from P&G, which studied how hundreds of real consumers use laundry products in their own homes. By observing everyday routines rather than relying on reported feedback, the team identified the most effective packaging angle for ease of use and engagement. The insight emerged from watching real behavior during real moments, not from dashboards alone.
Across sessions, the message was consistent. Automation can enhance consumer insights, but it cannot replace human understanding, cultural awareness, and strategic foresight. The strongest insights teams know when to rely on technology and when to slow down and observe.
3. Consumer Behavior Only Makes Sense in Cultural Context
For brands operating across APAC, one recurring question dominated discussion: how do shifting lifestyles and technologies change consumer behavior across different markets?
Several sessions explored trends such as solo living, changing family structures, and the growing presence of AI chatbot companions in everyday life. A case study from Australia sparked debate by suggesting a potential decline in traditional social networking as people grow more accustomed to AI companionship. While opinions varied on long-term societal impact, the insight was clear.
Behavioral data only becomes actionable when interpreted through local cultural and social context. What resonates in one market may fail in another if cultural norms, rituals, and expectations are ignored. IIEX APAC reinforced that relevance, not scale alone, drives impact.
4. Research Innovation Is Becoming Practical, Not Experimental
IIEX APAC 2026 highlighted which research innovations are actually working in practice. AI-powered qualitative methodologies featured prominently, particularly those acting as moderators or analysts to synthesize large volumes of feedback quickly.
In practice, this showed up as faster turnaround times, earlier learning in the innovation cycle, and fewer bottlenecks between data collection and decision-making. These tools are not replacing human researchers, but they are changing where human expertise is applied.
Platforms such as myBehaviorally reflect this shift toward scalable, predictive, always-on learning coupled with human expertise when needed. Instead of one-off studies, brands are building systems that generate insight continuously and support better decisions at the point of purchase.
5. Global Campaigns Succeed When They Feel Local
Another clear takeaway from IIEX APAC was that localization cannot be an afterthought. Translating a global idea is rarely enough to drive relevance or conversion.
A standout case came from Coca-Cola, which localized a global campaign by celebrating Thai street food culture. By working with local artists, chefs, and influencers, the brand embedded itself into everyday social rituals found in real markets and real streets. The result felt authentic rather than imported, particularly for younger, socially connected audiences.
The implication for global brands is straightforward. Cultural understanding must be a starting point, not a final adjustment.
Bringing It Back to Behaviorally
Many of the themes from IIEX APAC 2026 closely reflect the direction Behaviorally continues to innovate in. The move toward predictive, decision-focused research reinforces the importance of grounding AI in behavioral science and the largest consumer behavioral database in the world. Solutions like Pack.AI and PackPower Score are designed to transform behavioral data into predictive shopper insights, helping brands understand what will work before designs reach the shelf or screen.
Equally important was the emphasis on context and human judgment. Through platforms such as myBehaviorally, we help teams connect behavioral evidence to real-world decision-making, enabling consumer insights that are fast, relevant, and actionable across markets. The goal is clarity and greater prediction at the moment of choice.
IIEX APAC reinforced that innovation in insights is about decision precision, relevance, and impact, delivered through the intelligent combination of AI, behavioral science, and cultural understanding.
Contact us today to learn more about how our AI product stack can help you own the most valuable moment in marketing: the transaction.
THE AUTHOR
Clare Chai is Vice President, Customer Success at Behaviorally, based in the company’s Shanghai office. She leads Customer Success initiatives in China and supports key clients across the Asia Pacific region, delivering actionable insights at the moment of purchase. With 23 years of experience in market research and insights, Clare brings deep expertise in China’s consumer landscape and a proven track record of driving growth across FMCG and healthcare categories.
