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When the Going Gets Tough:
The Case for Brand-led Market Research

Freya Zhang and Benjamin Noyes

Market Research and Corporate Branding Teams

Market dynamics in China are changing. The “build it and they will come” status quo has been upheaved by a new standard where brands must pull consumers in. In order to fully understand what this means and be truly relevant to consumers, brands must call upon every resource in their toolkit – beginning with quantitative and qualitative research techniques for consumer collaboration.

By unearthing deep insights through qualitative research and confirming these findings through large-scale quant, brands can set the stage for stronger consumer collaboration in the future, leading to new methods like online communities and explorative consumer workshops. 

Read the full article in our LABReport: What Does the Economic Slowdown Mean for Brands in China?

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