AnyMind Group Unveils Groundbreaking Consumer Behavior Study at ESOMAR

AnyMind Group, a tech company rooted in Singapore, made a notable appearance at the global marketing research conference ESOMAR Trends Horizon 2025 held on November 5-6, 2025, in Washington D.C. Here, they presented their latest consumer behavior study titled "Beyond Panels," developed in collaboration with Indian research firm InQognito Insights. This innovative study utilizes real-time data from in-game advertisements to analyze digital consumer behaviors, setting a new standard for understanding consumer interactions in emerging markets.

Background

Traditionally, consumer research heavily relies on surveys and panel data that assess reported awareness and memory. However, in emerging markets such as Southeast Asia, smartphones have become central to everyday life, shaping consumer interactions and purchase triggers through online behaviors. The study aims to deepen the understanding of consumer behavior by quantitatively analyzing brand exposure and purchase consideration influenced by in-game advertising, thereby moving beyond conventional metrics.

Study Overview

Using their mobile marketing platform, POKKT, AnyMind observed how users interact with in-game advertisements in real-time. The study's methodology included comparing five key indicators against traditional panel surveys: accuracy of intention, engagement with advertisements, immediacy of responses, real-time data, and cost-effectiveness.

Study Details:

- Duration: April 2024 to August 2025
- Regions: India, Southeast Asia, and Gulf Cooperation Council (GCC) countries
- Method: Leveraging POKKT’s mobile game advertising to collect behavioral data, conducted alongside reward ads and in-game surveys.
- Target Audience: Smartphone users aged 18-45 (25,000 samples)
- Analytical Focus: Channels of ad exposure, brand recall and consideration impacts, reach efficiency by contact frequency, engagement trends based on timing, and comparison of in-game audiences with traditional panels.

Summary of Findings

The analysis evaluated behavioral shifts from brand exposure to purchase consideration, yielding several critical insights:

- First Contact Pathways: 62% of Southeast Asian respondents noted that their first encounter with brands occurred through in-game advertising, surpassing traditional platforms like YouTube.
- Effectiveness Based on Timing: Ads delivered in the decision-making window (5-7 days prior) resulted in a 64% increase in brand recall and consideration, emphasizing the importance of timely advertising strategies.
- Media Combination Effects: Integrating in-game ads with OTT and influencer videos reached 51% efficiency with just four exposures, proving superior to single media effectiveness.

Expert Commentary

According to Smriti Singh Bhatia from InQognito Insights, traditional survey panels operate like a "rearview mirror" reflecting past behaviors. The research team's goal was to visualize real-time interactions of consumers with advertisements, thereby shifting the focus from reported awareness to observed behavior—allowing for a more precise understanding of consumer motivations and future trends.

Aditya Aima, Managing Director of AnyMind Group's Growth Markets, commented on the significance of capturing real-time consumer actions: "In a world where consumer interests and behaviors are fragmented, marketers can no longer rely solely on retrospective surveys. Our research reveals the immediate decision-making processes of consumers, indicating a necessary evolution in marketing strategies toward real-time understanding."

About POKKT Marketing Platform

POKKT Mobile Ads offers an extensive mobile marketing platform with over 500 million monthly active users. It features a wide range of advertising services, including reward video ads, in-app video ads, rich media ads, and performance marketing capabilities. POKKT also incorporates advanced data analytics and machine learning, enabling effective targeting in partnership with over 200 ad partners. Visit POKKT

About AnyMind Group

Founded in 2016, AnyMind Group operates across 15 countries and regions in Asia. Their comprehensive solutions span e-commerce, marketing, production management, and logistics, providing businesses with a platform as a service (BPaaS) model that facilitates digital transformation and operational efficiency. Listed on the Tokyo Stock Exchange (Code: 5027), the company's mission revolves around supporting client growth through integrated operational assistance. Learn more about AnyMind Group