Discovering APAC Consumer Needs via AI

Published Date : 14/07/2025 

This report provides deep insights into unmet consumer needs, effective messaging, and innovation opportunities for AI-enabled devices across APAC markets. 

In today's rapidly evolving technological landscape, Artificial Intelligence (AI) is becoming an integral part of our daily lives. However, the industry's focus often remains on what can be built, rather than what consumers actually want. To bridge this gap, NIQ has developed a comprehensive syndicated 'AI – Jobs to be Done' research study. This study aims to uncover what people want from AI and what will drive the adoption of AI solutions in the market.

A Deeper Understanding of the Consumer

What

What are the Jobs-to-be-Done using AI support tools? The report identifies the everyday pain points that AI can solve and uncovers the key drivers that would motivate consumer spending. By understanding these needs, businesses can develop more effective and user-centric AI solutions.

Who

What does an AI early adopter look like? This report provides a detailed profile of this critical segment and compares it to that of knowledge workers and creators. Understanding the characteristics and behaviors of early adopters can help businesses tailor their marketing strategies and product offerings.

Why

Why would a consumer start using AI for personal and household tasks? The study investigates the core motivations for adoption while also identifying the most significant barriers. By addressing these motivations and barriers, businesses can create more compelling value propositions for their AI products.

Artificial Intelligence Industry Insights

Artificial Intelligence industry insights are heavily focused on what can be built, not what people actually want. NIQ has developed a syndicated 'AI – Jobs to be Done' research study to uncover what people want out of AI and what will drive adoption of AI solutions in the market. This approach ensures that AI solutions are not only technologically advanced but also meet the real needs of consumers.

Methodology

Credibility and accuracy are at the core of our research. Our insights are built on a robust methodology:

- A 20-minute survey was fielded among participants who are 18 years and older, are aware of Artificial Intelligence, and do not work in a sensitive industry.

- A total sample of N = 10,800 completes across 12 APAC markets: Australia, Japan, Indonesia, India, Singapore, Malaysia, Thailand, Philippines, Vietnam, Taiwan, China, and Hong Kong.

- We used a MaxDiff analysis to analyze the relative importance of tasks done using AI. This method asks consumers to choose between items and eliminates the bias that would exist with traditional scale data.

Actionable Insights

The NIQ AI – Jobs-to-be-Done research study delivers actionable insights and data to help you:

- Pinpoint the primary barriers to wider AI adoption in 12 different APAC markets.

- Discover consumer needs, feelings, and opinions on jobs-to-be-done.

- Learn how device manufacturers can tailor their communications and product features to better resonate with potential users.

By leveraging these insights, businesses can develop AI solutions that not only meet the technological standards but also address the real needs and preferences of consumers. This approach can significantly enhance consumer adoption and satisfaction, ultimately driving the success of AI products in the market. 

Frequently Asked Questions (FAQS): 

Q: What is the main focus of the 'AI – Jobs to be Done' research study?

A: The main focus of the 'AI – Jobs to be Done' research study is to uncover what people want from AI and what will drive the adoption of AI solutions in the market.

Q: How many markets were included in the study?

A: The study included 12 APAC markets: Australia, Japan, Indonesia, India, Singapore, Malaysia, Thailand, Philippines, Vietnam, Taiwan, China, and Hong Kong.

Q: What methodology was used to gather data for the study?

A: A 20-minute survey was fielded among participants who are 18 years and older, are aware of Artificial Intelligence, and do not work in a sensitive industry. A total sample of N = 10,800 completes across 12 APAC markets was used, and a MaxDiff analysis was conducted to analyze the relative importance of tasks done using AI.

Q: What are the key insights provided by the study?

A: The study provides insights into the primary barriers to AI adoption, consumer needs and opinions on jobs-to-be-done, and how device manufacturers can tailor their communications and product features to better resonate with potential users.

Q: Why is it important to understand the motivations and barriers for AI adoption?

A: Understanding the motivations and barriers for AI adoption is crucial for developing more effective and user-centric AI solutions. By addressing these factors, businesses can create more compelling value propositions and enhance consumer adoption and satisfaction. 

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