Uncovering the Unspoken Word: How implicit mobile research techniques can minimize response biases in Asian markets

This paper looks at minimising response biases in Asian markets through the use of implicit mobile research techniques.

Introduction

To drive growth, Unilever and other multinational companies have their eyes set on quickly growing Asian markets. Gaining a deep understanding of consumers is a pivotal part of realizing that growth. However, when doing research in this region it can be difficult to reach the right people and get a true understanding of their preferences. Many Asian cultures are characterized by high context effects, which means that in social settings many things are often left unsaid. Asian cultures are also characterized by higher degrees of acquiescence and embeddedness, which can lead to Acquiescent Response Style (ARS) and Socially Desirable...

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