A change of pace: How China’s smaller cities are both modern and traditional at the same time

Oliver Sweet and Aude Charbonneau

Ethnographic work by IFF and Ipsos reveal the untapped opportunity for brands in meeting the demands of China’s smaller cities.

This article is part of a Spotlight series on how brands can craft better culture-relevant marketing that resonates with consumers in a changing China. Read more

It is both a privilege and a responsibility to go into someone’s home as an ethnographer. Being...

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