21 SEP. 2017

Labbrand Presents at ESOMAR Congress 2017 on a Digital Parallel Universe

AMSTERDAM, 21 SEPTEMBER 2017 – Labbrand presented the results from a pioneering new digital research study at the renowned ESOMAR Congress 2017 held on September 10th-13th in Amsterdam, The Netherlands. With the theme of “Exploring a Digital Parallel Universe: a groundbreaking study into the lightening-fast Chinese digital landscape”, two speakers – Chris Wallbridge, Business Director of Research at Labbrand, and Kevin Gentle, Director and Lead Strategist at MADJOR, Labbrand’s Digital Transformation Agency – introduced an innovative approach to consumer segmentation and digital insights. After ESOMAR Asia Pacific 2017 in Shanghai, it is Labbrand’s second time this year attending and speaking at one of ESOMAR’s major global events.

Labbrand, branding, naming, China

Chris Wallbridge, Research Director of Labbrand, and Kevin Gentle, Director and Lead Strategist of MADJOR, on stage answering the audience's questions

Established in 1947, ESOMAR is a not-for-profit organisation that promotes the value of market, opinion and social research and data analytics. The annual celebration, ESOMAR Congress, is the world’s biggest event in the market research industry. With the organization’s 70’s birthday, ESOMAR Congress 2017 welcomed over 1200 attendees and more than 80 speakers from over 70 countries.

As well as proving the imperative for a digital-first approach to segmentation, the project also compared and contrasted the fundamental differences between Chinese and USA 20-35 year olds in the role digital plays in their lives. That through the study such rich diversity within each market was observed across 20-35 year olds in their digital profiles is yet more evidence to bust the myth of ‘Millennials’, advocating the need to go beyond thinking of an entire generation as a segment in itself.

“USA and China are global digital leaders; researching consumers without a digital lens is completely devoid of context,” said Chris Wallbridge.

“Through our research, we will establish a new standard for how brands should analyze their target audiences’ digital behavior. This new approach will enable more relevant digital brand actions and increased digital ROI,” said Kevin Gentle.

Following Congress, the Labbrand team are now concentrating on how to take the findings even further, looking at how this can be used as a business planning tool to help ensure brands create and curate digital brand experiences for their priority digital segments.

About Labbrand

Labbrand is the leading China-originated global brand consultancy with a rapidly expanding global footprint that includes regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We lead branding journeys and facilitate implementations to light up companies and products with the power of your brand. Through brand innovations, we steer brands towards unrivalled brand space. On our journeys we Create, Grow and Disrupt to build resilient brands in dynamic markets. Our cross-disciplinary approach in research, strategy, naming, design and digital gives us the foresight and ability to guide brands beyond the status quo.


ESOMAR is the global voice of the data, research and insights community.

ESOMAR is a not-for-profit organization that promotes the value of market, opinion and social research and data analytics. We’ve been providing ethical and professional guidance and advocating on behalf of our global membership community for 70 years.

With more than 5,000 individual members and over 500 corporate members in over 130 countries, ESOMAR represents more than 35,000 professionals currently working in the data, research, insights and analytics profession – and all those who use research for informed decision-making.

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