Welcome to TNS InfoPulse. This edition is about Qualitative research and how you can explore deeper insights through ethnography research; this is further illustrated through a case study of China’s luxury market that was conducted in Qualitative and Quantitative plus an Esomar award winning paper on cultural, category and brand evolution. Read also on how we spice up our reporting through vox pox and how we are nurturing young talents through our moderator accreditation scheme.
Ethnography is free flowing ... in a systematic way
Ethnography has become a popular methodology in the marketers’ world as the search for deeper and more real life insights becomes essential to successful marketing. Ethnography helps marketers:
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see the world through consumers’ eyes.
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understand the consumer in its most natural way of living.
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obtain invisible influences and small nuances that consumers take for granted.
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document scenarios that can provide inspiration for compelling marketing messages or tactics.
Often, ethnography is about observing and collating data of real life behaviour and one would think that it is enough to simply watch what the consumer does. In fact, ethnography often requires a structured and systematic approach to observation; otherwise important data can go amiss. Having well thought through research process and information area guidelines are key to a successful ethnographic research.
Video reporting brings your research findings to LIFE!
Bored from scrolling through endless pages of Powerpoint slides? TNS can bring your research findings to LIFE by using footages and vox pox from consumer interviews and on the ground ethnographic observations to summarize the key findings from the research study into a 6-8 minutes video. Each video’s graphic design elements are custom created to match with the story and theme of the video.
What are the benefits?
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Brings the presentation to life.
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Quick summary of key research insights delivered in an interesting, engaging and efficient manner.
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Enriches research insights with live footages and interviews from the ground.
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Moving beyond just facts, a video helps brings the audience closer to local consumers and their lives.
To see how lively reporting can be, contact Mark Leong at mark.leong@tns-global.com.
Clients look for seniority in title and/or years when considering a qualitative moderator for upcoming projects. This is their ‘benchmark’ for quality assurance to use a moderator – someone with over 10 years of experience, well known in the market research circle and practically knows everything there is to know about consumers in every possible category. While such moderators exist, they do not just materialize out of thin air. These moderators have come to be who they are now through years of training and experience.
At TNS we believe it is critical to begin this training when the researcher is still young. Hence we have developed a complete moderator training scheme to guide rising new stars to develop quality moderation skills. Human factor is one of the key elements of what differentiates a good project from a brilliant one and TNS intends to nurture everyone to serve you better.
To know more about our Moderator Accreditation Scheme, contact Vivian Cheng at vivian.cheng@tns-global.com.
Case study: China's luxury market
In the past decade, China has witnessed a blistering pace of growth in the luxury market - some reports estimate that China is going to become the third largest luxury goods market in the world. In addition to the super rich who are lapping up luxury, the burgeoning middle class is believed to become the main force of luxury good consumption in the future. With competition intensifying and Chinese consumers becoming more sophisticated, the luxury market in China is evolving fast to satisfy China’s insatiable appetite for luxury goods.
Dreaming of Red Mansions
Historically some of us have experienced global research studies which have viewed Asia as underdeveloped Western markets; or have fitted findings into a western paradigm. However we increasingly see markets leapfrog typical evolutionary paths - therefore challenging us to explore new frameworks to understand cultural, category and brand evolution.
At the recent ESOMAR AP Conference 2008 in Singapore, TNS presented a paper titled 'Dreaming of Red Mansions'. This paper explores how to conceptualise and research experience in the rapidly emerging market of China. The presentation won the ‘Excellence Award for Best Paper’.