Effective Measure appoints director of research

Based in Singapore, Kaiser joins the Effective Measure international management team with eight years of research experience in Asia across the digital and marketing industry sectors. He will be reporting to Dinesh Arasaratnam, regional MD Southeast Asia, Effective Measure.

The new appointment, effective immediately, will see him lead commercial development in the region for Effective Measure’s industry insights product for researchers. 

Most recently Kaiser was with GfK-Nielsen India where he was commercial director. He was previously based in Singapore, holding several senior leadership and commercial roles at GfK Asia.

Arasaratnam said the appointment will amplify Effective Measure’s research efforts across the region.

“We see Steven effectively utilising our suite of research tools to collate and communicate essential insights focused on the online consumer to the market,” he said. “We look forward to ramping up our range of research offerings to help educate advertisers and clients on the benefits of engaging deeply with digital platforms in the most effective commercial and strategic ways.”

Kaiser has extensive research and planning experience with product marketing companies that focus in the digital space. He has led large research engagements at GfK for many consumer technology companies, including Apple, Sony, and Samsung.

“The velocity of change in emerging markets is a huge challenge for researchers,” Kaiser said. “Stakeholders and clients have to act now or miss opportunities. Business objectives continuously evolve even as studies are put into field.”

It is believed that a number of new appointments for the Southeast Asian markets will be revealed soon.

“Effective Measure is investing in its executive team globally,” Richard Webb, CEO at Effective Measure, said. “Steven is a very welcome addition to our international research executives which include the recent appointments of Tony Eustace to the global role of group director, data insights, and our new South Africa country managing director, Alan Morrissey, who has a strong research pedigree.”