Kantar's Profiles Blog

Siddartha Dutta

General Manager, Lightspeed GMI SEA
Sid is the General Manager of Lightspeed GMI South East Asia based in Singapore. In this role, Sid is responsible for leading the business across South East Asia and India by aligning the local team’s expertise and technologies to service the needs of all clients.

With over a decade of market research industry and management experience, his strong focus on client satisfaction and delivery ensure the region is effectively supported for all projects. Previously, Sid has held roles at a variety of research suppliers, including Greenfield and Research Now.

Recent Posts


Posted by Siddartha Dutta on Apr 26, 2016

The conversation around conducting surveys with online panels rather than face to face or CATI is one that comes up every day for me in South East Asia. Whilst this is an entirely valid discussion, online actually adds ways to ensure trustworthy and valid respondents. In this mini-series, we unlock the truths behind these myths.

Knowing who someone really is isn’t exclusive to our industry. If we look at the everyday world, people can look us in the eye and lie. We filter this, both consciously and subconsciously and take forward what we have confidence in being true. Now back to research. As a student, I had friends who would get calls from focus group recruiters offering them 5000 Rs ($80 USD). The next question would be 'do you like/ consume ‘x’ product?' They would agree to anything to get into the focus group and take the money home, including saying they drank Malibu regularly (I’m not sure anyone can say that hand on heart!) Whilst these recruiters are not a fair reflection of all in the industry, online uses pre-screeners that are far more subtle than this tactic (and far less heavily incentivised, granted) which encourage a level of honesty from the outset.

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Topics: Honesty Detector, Online Sampling, Market Research

Companies feeling the love from mobile device users

Posted by Siddartha Dutta on May 13, 2015

Consumers are following, perhaps even driving, the move towards mobile technology. Asia Pacific remains at the forefront of this adoption, with Nielsen recently reporting that smartphone penetration is at its highest in Hong Kong and Singapore at 87%, followed by Malaysia (80%), Australia (75%) and China (71%).

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Topics: Mobile

The Evolution of Social Media

Posted by Siddartha Dutta on Mar 2, 2015

Social media has come a long way since its humble beginnings. This evolution in consumer behavior is impacting the data collection process globally -- opinions are shared to an open network, unsolicited. The adoption of smartphones and tablets has happened seemingly overnight, yet the next big development could change things again in an instant. By measuring changes in user adoption and online behavior, businesses can stay on the pulse of their evolving consumers.

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Topics: Social Media, Infographics

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