Thinking of doing some market or consumer research in China? Here are a few things you should know.

1. Research China:
10 insights into
Chinese research

2. Asia 5
Bringing you a flavour of business
trends in Asia...in just 5 minutes
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www.futurescoaching.com

3. dyanmic
Like lots of things in China, the research agency scene is
a rapidly mutating place
People change jobs remarkably quickly leaving clients
asking whether they follow the researcher or the agency
Strong movement for individuals
with a few years' experience
to split off & found own agency

4. basics
Basic data like consumer spending data is often missing
Government data (eg. census) can be inaccurate or quite
simply manipulated

5. filling the gaps
Many research companies (eg. AC Nielsen) are in the
business of 'filling the gaps' left by lack of official
research
This means that more insightful research is on the back
burner eg. a China-wide social segmentation system

6. versus
Often the key research inquiry of multinationals today
concerns comparisons
How are the Hongkongese different from the Chinese?
How are tier 2 cities different from tier 3
Is my brand in Malaysia going to work in China?

7. who is winning?
Asian researchers could learn a lot from Western
research methodologies eg. experienced semiologists
are lacking in China
On the other hand Chinese researchers are racing ahead
using the internet as both a research tool and consumer
access point

8. clients
Multinational companies make up as much as 95% of
research agency income
“You don't have to explain 'focus groups' to Western
brands, nor counter arguments about lack of
representivity”

9. holding back
Western clients report major issues working with their
own research colleagues in China
The fact is that in-house research teams in China can be
very secretive with information & play political games
Retention may be due to insecurity – or the desire for
power

10. local hero
Local companies are very small users
of consumer research
They are highly price conscious
They do not perceive the
added value of original research
over what they can find
on the internet
The image of consumer research as a
pencil and paper survey is hard to shift

11. big guns
When a Chinese company finally decides to invest in
insight, it's often part of a bigger strategic exercise
eg. international logistics rationalisation
As reputation and status count for so much, in these
cases, the local firm will turn to a Western company like
McKinsey
So, the research tends to be undertaken by these big
consultants too

12. full circle
Complaints have been heard when the McKinsey team is
made of local, junior consultants without the depth of
experience of its overseas offices
The irony is to appoint a Western company and get a local
team

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