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

Lee Ryan and Lisa Li

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

“Who can guess the outcome of a game of chess? Incense burned out, tea drunk – it's still in doubt. To interpret the signs of prosperity or decline, an impartial onlooker must be sought out.1

Historically some of us have experienced global research studies which have viewed asia as underdeveloped western markets; or have fitted findings into a western paradigm. However increasingly we...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands