A team of standout students from Mahidol University International College (MUIC) has been named the winner of the Insight Challenge 2025, a real-world market research competition conducted in collaboration with HONOR Thailand during May to June 2025, with presentation pitches delivered to executives on July 9, 2025 at Aditayathorn Building, Salaya Campus.
Hosted within the course Market Intelligence – A Quantitative Approach, this experiential project gave students the opportunity to work on a live business issue provided directly by HONOR Thailand executives, including Khun Polapat Saibourtong, Chief Operating Officer, and Khun Metaphat Dechasetsiri, Brand Marketing Manager.
With guidance from their instructor and input from HONOR's leadership, the students conducted the full marketing research process, from problem definition and survey design to data analysis using Excel and SPSS, culminating in strategic marketing recommendations. The winning team’s research report was selected for its professional quality, depth of insight, and presentation clarity.
The course and challenge are part of the Marketing program’s strong commitment to experiential learning and adherence to professional standards, as a member of the Thailand Marketing Research Society (TMRS). Students are trained not only in data skills but also in ethical research practices that meet industry standards.
The winning students shared these reflections:
Ponlawid (Focus): “I learned how to filter data from various sources and collaborate based on our strengths. It pushed me to think critically and communicate clearly under pressure.”
Noppanath (Nampetch): “The project sharpened my technical skills and showed me that good teamwork and client-focused insights are at the heart of great research.”
Jinnawat (Purth): “I realized how technical skills, creativity, and collaboration come together to deliver impactful research.”
Laksh: “We turned data into stories with purpose. It built my confidence, not just in numbers, but in the decisions those numbers support.”
Jenjira: “This project opened my eyes to how data reveals what consumers value. It deepened my industry knowledge and strengthened my data analysis skills.”
The Insight Challenge highlights how MUIC’s marketing curriculum bridges the classroom with real business needs, giving students client-facing experiences and a competitive edge in the marketplace.
“We don’t just study marketing… we do it.”
(Photo Caption)
From left to right: Jinnawat Jirivipakorn, Laksh Khemlani, Ponlawid Misari, Assoc. Prof. Dr. Olimpia C. Racela (Course Instructor), Khun Polapat Saibourtong, COO of Honor (Thailand), Asst. Prof. Dr. Lokweetpun Suprawan (Course Instructor), Jenjira Rumdech, and Noppanath Taengjui
