Asian Market Research Techniques

Many of the market research techniques used in Western countries can be applied in Asian markets, but customization to local customs, culture and unique consumer behaviour is essential. Also summarised here are analysis techniques specifically designed for Asian markets

We will spare you any restatement of the divergence in customs, behaviour, language, dialects, social structure and class, purchasing behaviour, religion, and aspirations of the myriad of different consumer groups in Asia. We will also spare you a discussion of how fast this changes. Simply to underline that what works in the West may (and probably wont) work in Asia, and further what works in one Asian country may not work in another.

One of our articles on Running Focus Groups in Asia, provides some practical advice on customizing just one of our research techniques - focus groups - for Asia.

This is part of the reason we use local field staff, nevertheless trained up in our methods, in each country and market.

Data Collection

Choosing the data collection techniques best suited to elicit valid reliable data requires a clear understanding of the management question, the research questions and their strengths and weaknesses. We have summarised very briefly focus groups, depth interviews, structured observation, questionnaire surveys, consumer intercepts, spot or in-situe interviews, mystery customer and mystery shopper surveys, and disposable camera techniques using these criteria on separate pages.

Data Analysis

OPC uses double-blind coding and analysis to negate both rater coding and analytical error. Translation is recommended to be validated by back translation, to ensure meaning is as close to identical as possible.

Much of our work has been involved in the development of analytical techniques specifically for Asian consumer and industrial markets.

In addition our brand attribute extraction techniques, again developed in Asia and used successfully among many companies are unqiue to Orient Pacific Century. They involve more objective methods of coding subjective data, and a combination of multivariate techniques to extract substantial and "real" consumer dimensions. Despite the thouroughness of the technique, the output is easy to understand for clients, and most importantly - ACTIONABLE!