Abstract:

MMR Research & MobileMeasure Consulting partnered together to understand the research impact of messaging mobile apps in China. The study helped us understand how WeChat & other instant messaging apps can provide a cost-effective and fast alternative for surveying consumers. Delving into the Chinese snack market to learn how a combination of qual, quant and observational techniques have been administered via WeChat to provide a powerful method to get close to realtime consumer behavior. MMR & MM's proprietary techniques to understand the emotional and functional meaning of products, brands and occasions to understand current snacking needs state how market-leading snack brands meet these needs and where white space gave the opportunity for future exploitation.