A change of pace: How China’s smaller cities are both modern and traditional at the same time

Ethnographic work by IFF and Ipsos reveal the untapped opportunity for brands in meeting the demands of China’s smaller cities.

This article is part of a Spotlight series on how brands can craft better culture-relevant marketing that resonates with consumers in a changing China. Read more

It is both a privilege and a responsibility to go into someone’s home as an ethnographer. Being allowed to poke around someone else’s home – which ultimately is a window into their life – to see the world through their eyes, to be able to watch the way they live, and for them to open up to us, is a glorious privilege.

It also puts a great responsibility on us to...

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