Dreaming of red mansions: brand experience, emerging stories and the digital world

This paper explores how to research the lives of consumers in China using a mixture of ethnographic and online research techniques.

Dreaming of red mansions: brand experience, emerging stories and the digital world

Lee RyanAsia Pacific – Latin America – Middle East & Africa (ALM), TNS, Singapore

Lisa LiResearch Manager, TNS, China

INTRODUCTION

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