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


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...

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