Over the past several years, in the face of change in global markets, the role of market and consumer research in addressing business concerns has evolved significantly. This evolution has not always been smooth, and numerous debates have emerged surrounding key areas: qualitative vs. quantitative approaches, online vs. offline, moving from presenting the “what” to the “so what”, and more. At the same time, emerging consumer groups in developing nations are attracting more attention from brands and researchers, with Asian markets as well as Generation Y sparking particular interest.

Enter the Brain: Exploring neuroscience for brand innovations

As one of the pillars of today’s global economy, market research plays a fundamental role in defining innovation in product design and branding. Understanding consumers, their perceptions, feelings, attitudes, and behaviors is a key element for the success of an organization in today’s competitive markets.

Research with Minority Populations: An Opportunity for Brands in China

We exist in a society that is continuously globalizing and transforming. As our populations increase, and our cultures intertwine, the consumer world that surrounds us adapts and adjusts. Ethnic minorities across the globe are becoming a growing economic force with immense buying power. How do brands tap into this increased demand? Brands must recognize and understand the precise mechanisms and approaches involved to effectively appeal to these groups of consumers. Such research on ethnic minority groups is now an internationally emerging trend – an important advancement towards a better understanding of our richly diverse consumer world.

As the internet becomes ever more intertwined with our daily lives and growth in penetration rates show no signs of slowing down, more and more people are losing their inhibitions and posting greater amounts of information and intimate details of themselves and their social surroundings online, willing to share these details with anyone who is interested in listening.

In Shanghai, excitement is growing for the upcoming World Expo 2010. At the same time, there are many discussions surrounding China’s thriving social media website. A recently released research study brought the two phenomenons together, outlining topics discussed on the Internet, including Expo tickets, sponsors, pavilions, and more.

The vastness of China and the sheer size of the population mean that opportunities still abound for companies interested in entering this market. However, regardless of the product category, a strategic decision-making methodology is now essential for determining whether or not to take the plunge in China.

In contrast to Western consumers, Asian people prefer name-brand luxury goods with conspicuous logos, according to a recent market research study.