ESOMAR Congress 2008: Mastering the “metaverse” - new approaches to researching Asia’s digital market and the ultra-luxury sector
James Aitchison managing editor of WARC Online, reports on the user-generated content boom in Asia and the difficulty of studying the super-rich.
This is one of a series of edited extracts from the ESOMAR 2008 Annual Congress in Montreal. Other articles cover:
- Social change and co-creation with Philips and Henkel
- Nokia’s environmental initiatives, and how Wal-Mart and Volkswagen put research to work
- What is a brand, and how are brands like celebrities?...