Bruce wells main stage - 2013

Bruce Wells, Vision Critical, Hong Kong
Festival of NewMR 2013 - Main Stage
Research Communities in China
Do’s and Don’ts
Bruce Wells
Managing Director and President, Asia
董事總經理及總裁-亞洲
Vision Critical
bruce.wells@visioncritical.com

2012- Vision Critical
 President & Managing Director, Asia
2001-2011 Synovate (now Ipsos)
 Global CEO Retail Performance
 Executive Director, Greater China
 Global CIO
 Global Director
1997-2001 Innovative Technical Solutions (ITS)
 Founder & Managing Director
1992-1997 Motorola / Nippon Motorola Ltd.
 Asia Pacific Head of Technical Marketing
 Engineering Manager
 Systems Engineer
Based in: Hong Kong
16 years in Asia including:
• Japan (5)
• Philippines (6)
• Malaysia (2)
• Hong Kong (3+)

June 6, 2011 “Competitive Strategy In The Age Of The Customer” report.
We have now entered the age of the customer

The Impact of the Empowered Customer
The most proactive CMOs are trying to
understand individuals as well as markets.
They are focusing on customer relationships,
not just transactions.
IBM Global CMO Study entitled “From
Stretched to Strengthened: Insights from the
Global Chief Marketing Officer Study.”

Changing China Landscape

Growing Consumer Led Economy in China

China has arrived…
Which country buys the most cars 2012 http://www.passsmart.com/blog/infographic-which-country-buys-the-most-cars

56ethnic groups
China 2012 http://en.wikipedia.org/wiki/China
中华人民共和国 2012 http://en.wikipedia.org/wiki/China
http://www.msdchina.org/page/gl-e.asp?pd=7&pd1=33
221 cities with at least1 million people
http://www.mckinsey.com/insights/urbanization/preparing_for_urban_billion_in_china
513Minternet users
The Rise of Social Media in China 2012
http://technode.com/2012/06/01/infographic-the-rise-of-
social-media-in-china/
2nd largest GDP $8T
95%
have SM accounts
1,351,000,000 People 21.5x the UK

221 cities with at least1 million people
56ethnic groups
China 2012 http://en.wikipedia.org/wiki/China
中华人民共和国 2012 http://en.wikipedia.org/wiki/China
95%
have SM accounts
http://www.msdchina.org/page/gl-e.asp?pd=7&pd1=33
http://www.mckinsey.com/insights/urbanization/preparing_for_urban_billion_in_china
513Minternet users
The Rise of Social Media in China 2012
http://technode.com/2012/06/01/infographic-the-rise-of-
social-media-in-china/
http://www.reuters.com/article/2013/08/28/net-us-china-ecommerce-idUSBRE97R0GT20130828
2nd largest GDP $8T
1,351,000,000 People 21.5x the UK

Not just the Tier 1 cities…
http://www.tealeafnation.com/wp-content/uploads/2013/01/Internet_penetration.gif
6M new internet users every month

Boston Consulting group has a report The Keys to the Kingdom - Unlocking China's
Consumer Power
2010 http://nextbigfuture.com/2010/04/boston-consulting-group-analyzes-keys.html
Urban Consumers
http://creativecahoots.wordpress.com/2013/02/01/why-is-emerging-media-
so-important/
Automotive
Travel & Entertainment
Health Care
Apparel & Footwear
Prestige & Luxury
Investment Products
Household appliance
Skin care & cosmetics
Food & Beverage
Home Decorations
Consumer Electronics
Household & personal Care
Mckinsey report – Meet the 2020 Consumer

Where do you start?
Insight Communities in China?

Chinese Consumers & Competitive landscape
Fashion-
oriented
consumers
Moderate-
orientated
consumers
Tradition-
oriented
consumers
Achievement-
oriented
consumers
Poor – Value – Mainstream - Affluent

Optimizing Retail Strategy for Foreign Firms in China
2011 http://www.businessforum-china.com/industries_article_detail.html?articleid=321
Fashion-
oriented
consumers
Moderate-
orientated
consumers
Tradition-
oriented
consumers
Achievement-
oriented
consumers
Chinese Consumers & Competitive landscape

Significant* internet penetration (and growing) in T2 and T3…
SM active population with a desire to share and be heard
Very diverse and rapidly evolving consumer landscape
Increasing need & interest in consumer insights
Competitive business environment (market share drivers)
Research focus: NPD, Loyalty, Brand, CRM, Qual-Quant
Why Insight Communities in China

Do’s

Top Tips for a successful Insight Community
1. Upfront Planning Session
2. Bigger is (often) Better
3. Engage (don’t treat it like a sample source)
4. Be Direct and Conversational
5. Visualize
6. Have Fun
7. Go Mobile
8. Iterate
9. Co-create
10. Mix it up
11.and..Feedback
“We see our community
panel as an on-going
conversation with the
people we serve. This
meaningful engagement
with our brand gives us
richer insight and loyal
customers who know they
have a genuine stake in
the future of our
company.”
Alex McGowan, General Manager,
Sales and Distribution, Cathay Pacific Airways
18

Visualize
Stimulate members to provide richer
feedback
19

Mobile Internet Users in China
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
500000
Mobile Internet Surfers in China. Unit: thousand
28.90%
39.50%
46%
60.80%
65.90% 66.20% 65.50% 69.30%
72.20%
74.50%
78.50%
Percentage of mobile internet user within total internet user in China
China Now Has 591 Million Internet Users, 460 Million Mobile Netizens (And More New Stats)
2013 http://www.techinasia.com/cnniic-china-web-mobile-user-data-for2013/

Reaching Customers Anywhere, Anytime.

Go Mobile
Qual and Quant

Co-create

Mix it up
• Qual, quant, workshops, surveys, online,
offline, group, individual..

Feedback
I was interested to know what
improvements Cathay plan and also
to be involved with those in some
small way.
A proactive and direct way
for customers to share views
on Cathay. Reflects Cathay
values customers’ opinions.
第一期
本期內容
> Nestlé Conversations 歡
迎您！
> 參與本網站的人是誰？
> 調查結果
> 與您同行
民意調查-Nescafé 品牌
代言人
還記得我們曾舉行了一個有關
Nescafé 品牌代言人的民意調
查嗎？哪位明星的得票最高？
民意調查-健康關注
我們曾舉行的另一個民意調查
是有關您最關注的健康問題：
心臟，膽固醇以及腸胃問題備
受大家關注。
Nestlé Conversations 歡迎您！
感謝您一直以來對 Nestlé Conversations 的支持。我們將會透過定期的通訊
和您分享所搜集的意見和分析結果。您的意見對我們是十分重要的。能夠得
到超過 2,500 位忠實顧客的支持，我們深表榮幸！
參與本網站的人是誰？
你有沒有好奇除了自己之外，參與 Nestlé Conversations 的人是誰？其實本
網站的會員大多數是女性，但亦有 20%的男士積極參與。會員也來自不同的
年齡組別，當中大部份的年齡介乎 30 至 40 歲。有關購買產品方面，雪糕是
最受歡迎的；差不多 80%的會員平均每個月都會購買一次。一半的會員有購
買嬰兒食品和奶粉的習慣。另外，大約十份之一的會員會購買貓糧或狗糧。
調查結果
百福豆漿調查

Feedback (made easy)
Add some interesting knowledgeable facts between questions or
at the start of a new activity. Balance the “give” and “take” by
feeding back.
The facts should ideally be relevant to the industry.
Chinese consumer are longing for knowledge. Knowledge is
associated with power in the Chinese culture. The result is happier
and more engaged members.
The Chinese invented ice cream by packing a milk
mixture and rice into snow and Marco Polo is rumored
to have taken the recipe (along with the recipe for
noodles) back with him to Europe.

Don’ts

Internet Speed in China
1.3 1.4 1.5 1.5 1.7
2.7 3.1
4.3 4.4 4.4 4.7
6.9
8.2 8.6 8.9
9.6 9.8 9.910.1
10.9
11.7
14.2
0
2
4
6
8
10
12
14
16
114.India
109.Philippines
108.Vietname
104.Indonesia
98.China
70.Malaysia
Global
47.Taiwan
44.Thailand
43.NewZealnd
41.Australia
21.Singapore
10.Denmark
9.UnitedStates
8.Sweden
7.CzechRepublic
6.Latvia
5.Netherlands
4.Switzerland
3.HongKong
2.Japan
1.SouthKorea
Internet Speed Q2, 2013. Unit: megabytes/sec
Average global Internet connection speed climbs to 3.1Mbps
2013 http://www.techspot.com/news/53340-average-global-internet-connection-speed-climbs-to-31mbps.html

Research Activity
Best Practice:
Use small image files for visual questions.
Try to use less visual question types if it is not necessary.
Relatively slow internet speed and great firewall may make loading
of questions and images slower than expected.

Hidden References
Best Practice:
Make sure that the user environment doesn’t have references to
3rd party hosted APIs that might prevent or hinder the user
experience. (e.g. jquery Google API)

Capturing Customer Information
Best Practice:
Make sure you clearly state why specific personal information is
needed. For example: if you don’t need the full birthdate capture
only the birth year (and perhaps month)
Chinese prefer not to give their actual date of birth
due to security concerns

Addressing the Customer
Chinese name (family name) comes first, followed by first name
(given name).
李姗姗
Last name
Family name: Li
First name
Given name: Shan Shan

Font
A good default font for Simplified Chinese is SimSun.
Suggested size is 12/14.
Understand Chinese browser compatibility
SimSun Others

Understanding the Chinese consumers has
never been so important
http://www.cleanbiz.asia/blogs/ecological-impact-growing-consumption-china#.UpwUaMRmhcYhttp://www.chinainternetwatch.com/1362/chinese-gdp-2011/

THANK YOU
Bruce Wells
Managing Director and President, Asia
董事總經理及總裁-亞洲
Vision Critical
bruce.wells@visioncritical.com

Q & A
Bruce Wells
Vision Critical
Hong Kong
Greg Coops
Asian Strategies
Singapore

Bruce wells main stage - 2013

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