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 WellsManaging Director and President, Asia

董事總經理及總裁-亞洲Vision Critical

[email protected]



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 Kong16 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



56 ethnic 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

56 ethnic 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

http://www.tealeafnation.com/wp-content/uploads/2013/01/Internet_penetration.gif



Boston Consulting group has a report The Keys to the Kingdom - Unlocking China's Consumer Power2010 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/

AutomotiveTravel & Entertainment

Health CareApparel & Footwear

Prestige & LuxuryInvestment Products

Household applianceSkin care & cosmetics

Food & BeverageHome Decorations

Consumer ElectronicsHousehold & 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 China2011 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

050000

100000150000200000250000300000350000400000450000500000

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 ChinaChina 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 1.72.7 3.1

4.3 4.4 4.4 4.7

6.98.2 8.6 8.9

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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

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/

http://www.cleanbiz.asia/blogs/ecological-impact-growing-consumption-china

http://www.chinainternetwatch.com/1362/chinese-gdp-2011/



THANK YOU

Bruce WellsManaging Director and President, Asia

董事總經理及總裁-亞洲Vision Critical

[email protected]



Q & A

Bruce WellsVision Critical

Hong Kong

Greg CoopsAsian Strategies

Singapore