Working in China’s market research industry is challenging due to its diversity. There is great diversity in clients and respondents – thereby requiring lots of flexibility and the use of a wide range of research methodologies.
Clients are diversified. They range from sophisticated multi-nationals with well-established market research departments to local enterprises without any dedicated persons for market research. Sophisticated clients require advanced research analysis techniques while unsophisticated ones ask for an explanation of research basics together with data collection. A researcher has to understand the characteristics of different clients and be flexible in dealing with them. Talking to unsophisticated clients about statistical modeling is perceived as inappropriate.
Respondents are diversified. They range from very wealthy people in first tier cities to poor peasants in remote rural areas. Researching these different types of people requires well-designed research methodologies. For example, in order to interview peasants, we will need to get co-operation from local resident committees and to use local interviewers who speak the same dialect as the respondent.
Priscilla Sze, MD of