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,...