Explore the expertise of a leading market research agency as Brett Ao, Senior Research Manager at Labbrand, becomes a finalist for the Young Researcher of the Year Award. With a focus on the importance of Chinese market analysis for brands, Brett Ao’s detailed research stands out in this global juried competition. Witness the impact of Labbrand’s market research prowess in shaping industry recognition and accolades. Delve into the strategic insights that position Labbrand as a distinguished market research agency in the global landscape.
ESOMAR, an organization dedicated to encouraging, advancing, and elevating market research worldwide, has been recognizing young market research professionals for the past six years. To select their Young Researcher finalists, the ESOMAR jury looks for excellence and best practices in research; innovation; genuine understanding of the issues and potential impact; focused application across cultures; strong scientific and analytical methods; valuable insight; and principles that are in line with those of ESOMAR. Brett, for the work he submitted to the competition, was found to meet all of these expectations in spades.
With a degree in Management from Shanghai University of Finance and Economics, Brett has served as aninvaluable research executive across a number of different industries. At Labbrand, Brett has contributed his extensive experience in U&A exploration, culture analysis, concept, story board, TVC text, naming test, semiotics, new product development, post launch evaluation, low tier market understanding and brand expansion study. With his skills, Brett is able to help brands intimately understand the markets they want to target.
Throughout his career, the 28-year old researcher has conducted more than 450 focus groups and 550 in-depth interviews, ranging from ordinary consumers to opinion leaders and industry experts. Before joining Labbrand, Brett was a research manager at TBAE where he was involved in a range of consumer behavior-based projects and methodologies, and even trained to be a professional moderator. He has also gained extensive knowledge about market research and the China automotive market as a senior research executive in the automotive sector. Even at the earliest points in his career, Brett was recognized for his strong research abilities – his first job after graduation was at Taylor Nelson Sofres, the leading market research and market information group.
Over the years, Brett has developed an uncanny ability to analyze consumer needs in China. His work at Labbrand has strengthened the way brands serve Chinese consumers and has served Labbrand’s overarching mission of bringing cultural relevance to brands from all over the world. Fluent in Chinese and English, Brett is able to communicate the nuances of Chinese market analysis to corporate clients both from China and across the globe.
As one of three finalists for the ESOMAR Young Researcher of the Year, Brett will be presenting his work live before a jury and audience in Dublin, Ireland at the ESOMAR Congress in September 2015.
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