Mobile, Social and eCommerce - why are these 3 areas developing faster in China than other countries? With more than 25 years of experience in the media communications industry in Greater China, exclusively across a number of WPP companies, Bessie Lee shares an array of fascinating insights firsthand with the audience in Tokyo. Knowledge that has led her to be the Founder of start-up incubator 'withinlink' where she draws upon an extensive network of thought leaders including marketers, venture capitalists, technologists and communication specialists to help new media and technology start ups to reach their full potential.
It has until now been difficult to conduct large-scale studies in emerging markets efficiently, quickly and accurately. Whereas mobile offers the perfect platform to do that, it has not yet been fully embraced by the market research industry. In this paper, we demonstrate that it can and should be more widely. We chose a particularly difficult subject matter- diabetes in China: China for obvious reasons of size and complexity and diabetes because people suffering from the disease are a narrow target group (as opposed to the broader group of those at risk). We chose this case study to demonstrate the power of mobile- if it works here, it works anywhere.
Research about Chinese consumer motivations and perceptions needs new and different techniques and methodologies in order to match the specific Chinese cultural context and heritage. For gaining a deeper understanding of the meaning of brand personalities to Chinese consumers, the Zodiac sign brand research approach has proven to be extremely helpful and efficient. The presentation introduces this new approach, comparing it to the well established approach of Jungian archetypes. It demonstrates, how with the Zodiac approach one can identify unique brand propositions and analyse competitive positionings. The application of the Zodiac methodology is shown with concrete brand examples of the automobile, fashion and beer market.
Research about Chinese consumer motivations and perceptions needs new and different techniques and methodologies in order to match the specific Chinese cultural context and heritage. For gaining a deeper understanding of the meaning of brand personalities to Chinese consumers, the Zodiac sign brand research approach has proven to be extremely helpful and efficient. The presentation introduces this new approach, comparing it to the well established approach of Jungian archetypes. It demonstrates, how with the Zodiac approach one can identify unique brand propositions and analyse competitive positionings. The application of the Zodiac methodology is shown with concrete brand examples of the automobile, fashion and beer market.
BrainJuicer's innovative DigiViduals approach - building research robots to combine social media monitoring with qualitative and ethnographic analysis - has been successful in European, American and Asian markets. This presentation details an experimental study undertaken in China, a market posing severe challenges to any social media monitoring technique. The practical difficulties of creating a Chinese DigiVidual are explored, including censorship, cultural differences and the scale of the market. It details how these challenges were overcome and how the study output led to reframing assumptions about the target market.
China is the greatest and most challenging new frontier facing international marketers today. It goes without saying that China is the major challenge for the 21st century with a population of 1.3 billion, GDP of RMB 24,661.9 billion ($3,570.33 Billion) and growth rate of 11.4%. Many studies show the current and future extent of Chinese impact on the world economy and with its massive internal market for goods and services. But sheer volume and econometrics are not all that matters. At the end of the day it is winning the hearts and minds of the Chinese consumers that represent the real frontier in China, and as we show in this paper. This is a frontier which will influence the world at large. This paper uses original qualitative and quantitative research to get a deep understanding of both modern and traditional Confucian values held by Chinese consumers and how these values are changing. We will present a new segmentation of the Chinese consumer. It will also comment on how this impacts on brand marketing in China.
Were taking a look here at China and India, two countries that recently are increasingly being regarded - after Japan and Korea - as the driving forces behind the global economy in the 21st century. Nowadays a third of the global population lives in China and India. Together these two countries account for 6% of the global gross domestic product but, with annual growth rates of 6% for India and almost 10% for China, this is set to change in the near future. Chinas strength is in mass manufacturing and economies of scale. India excels in software, design and services. There is also a growing class of consumers with changing attitudes and aspirations and higher expectations and demands. Over the next few years we will witness a fascinating spectacle: essentially the forces of the modern market economy coming together. But what will the consequences be for market research? John Smurthwaite acts as our guide for an initial exploration which focuses on these two markets with enormous potential in this issue of Research World.