As published in Asia Research, Asia’s Market Research & Market Intelligence Journal Issue 32. Online research communities are the new star in market research. These online platforms connect a company with a group of interested and interesting consumers to collaborate with in qualitative research. With the rise of social media, Asian consumers are ready, more than ever, to co-create the future of brands. Are companies, too, ready for it? In this article, we share a couple of tips on how to successfully collaborate with consumers in Asian markets, all illustrated with case examples.
Part five of a blogpost series on the InSites Consulting company values. As highlighted earlier when discussing our ‘Forward thinking’ value, there is only one constant in life: change. What is specific about change today is the speed with which we see it around us. It is said that human evolutionary change has been 100 times faster over the past 5,000 years than in any other period of human evolution. This ‘supercharged’ evolutionary change is mainly explained as the result of exponential population growth and cultural shifts. Growing from a few million people 10,000 years ago to 6.5 billion today, natural selection occurs much more frequently due to increased genetic variation, driving the speed of evolutionary change in accordance with Darwin’s theory.
Some brands see insight validation as a boring, standard, procedure-forced tool. Many see it as the first and crucial step of a well-designed, consumer-anchored innovation funnel. It is a simple but modern method which has proved its value along the way. At InSites Consulting, we nicknamed this tool ‘Digging for gold’: our goal is not to simply say what is and what is not okay, but to provide actionable research understanding that can further support our clients in the ideation funnel.