Market research - The pathway from consumer needs to final products

This presentation is based on a case study on the process of developing concepts for residential property products.

Market research – The pathway from consumer needs to final products

Gloria Jun ZhangHorizon Research Consultancy Group, China

Minghui ZhuChina Vanke Co., Ltd

Qing TanHorizon Research Consultancy Group, China


Through a case study on real estate product development, this paper aims to illustrate that market research can add value to clients and help them realize the value of understanding consumer insights. The Vanke company introduced in this paper and the China real estate market can be considered as epitomes of Chinese companies and China market, respectively. China has been adopting market-oriented economy for only 30 years,...

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