Expert in qualitative research, we recruit and moderate targeted groups to deliver insightful, strategic analysis.

Capabilities

Engaging diverse consumer groups to provide varied perspectives and insights relevant to market studies.

Consumer Recruitment

Sourcing industry experts and professionals to deliver in-depth, knowledgeable insights for specialized market research.

Expert Recruitment

Facilitating focused discussions and in-depth interviews, ensuring unbiased data collection and comprehensive insight gathering.

Moderation

Exploring qualitative data within the context of Chinese culture, uncovering deep insights that highlight nuanced market behaviors and emerging trends.

Analysis

Developing strategic, actionable tasks based on research findings, tailored to client-specific goals and market opportunities.

Actionable Plans

Examining different organizations’ and partners’ functions, and processes, especially cultural differences to assess effectiveness and identify areas for improvement.

Management Study

Featured Work

Strategic Market Entry for Luxury Furniture Brand in China

We developed a strategic marketing and distribution plan for a high-end furniture brand entering the Chinese market. Our comprehensive approach included digital product blueprinting and meticulous distribution planning, tailored to navigate the dynamic market landscape in China. This strategic groundwork aimed to facilitate a strong market debut and foster long-term growth for the brand.

Reviving Sales for a Major Flour Company Amidst Changing Consumer Habits

In response to a challenging shift in consumer behavior, we stepped in to assist a prominent flour company facing a downturn in sales due to reduced home cooking. Our approach involved a comprehensive analysis of market trends and consumer preferences. Leveraging this insight, we developed and implemented strategies to reinvigorate the brand's appeal and extend its market reach. By adapting their product offerings and marketing tactics to align with modern lifestyles, we successfully repositioned the company for a resurgence in a rapidly evolving culinary landscape.

A prominent fruit beer brand from Belgium

For a well-known Belgian fruit beer brand, our team executed a thorough research campaign focusing on enhancing operations, sales, and brand positioning in China. By integrating both qualitative and quantitative research methods, we gained valuable insights into improving operational efficiencies and sales strategies. Collaborating closely with global and local departments and partners, we helped refine the brand's positioning in the Chinese market, contributing to steady growth and stronger market presence.

Revitalizing In-Store Experience for Global Sports Brand

For a globally renowned sports brand, we embarked on a comprehensive program to transform their in-store experience. Our multi-faceted approach addressed organizational structure, reseller management, and brand-reseller relationship enhancement. We developed and implemented a strategic training system to elevate thousands of retail stores' performance within two years. This initiative streamlined the brand's retail operations and strengthened relationships with resellers, ensuring a consistent and elevated customer experience across their global network.

One of the largest global MNC oil companies

We successfully recruited and moderated several focus groups, providing essential qualitative research. This initiative was a critical step in exploring the company's potential transition towards energy consulting, aligning with the Paris Agreement objectives and their interests in China.

Our efforts brought valuable insights to the forefront, aiding the company in making informed decisions for their market strategy.

  • Larry Chou

    Business & Brand Strategy / Digital Product

    Larry brings a wealth of experience in product innovation and creative services. He has played a key role in his career in establishing the creative and design services for IBM iX in Greater China and building the creative team for PwC Experience Centre China.

    With his expertise as a Creative Director, he successfully launched the Lincoln Motor Company in the Chinese market. He has also delivered impactful digital campaigns, processes, and products for Toyota and Lexus at Saatchi & Saatchi LA, Singapore, and Beijing.

  • Karen Tsai

    Strategy / Research

    Karen, a RIVA-trained and certified ethnographer/moderator in China, brings a wealth of experience to her role. Having conducted over 800 in-depth interviews and participated in over 2600 qualitative research projects, she possesses a deep understanding of research methodologies.

    With a postgraduate degree in Broadcast Journalism from London, Karen leverages her expertise to integrate narrative psychology and metaphor elicitation techniques into her interviews. This unique skill set enables her to uncover meaningful insights for clients.

  • Carrie Chen

    Business Strategy / AIGC

    Carrie’s journey includes leading the Education division at Apple in China, where she infused innovation and growth. She has also made significant strides in Marketing and International Business at Microsoft. Now she's guiding a talented team of computer scientists at Zhejiang University, focusing on the cutting-edge field of AIGC. This university ranks 3rd in China and 44th in the QS World Rankings. Their groundbreaking work has earned recognition from the Microsoft Startup Foundation, highlighting their innovative contributions and bright future in tech.

  • Fei Mao

    Digital Product / UX & UI

    Fei is a multidisciplinary expert in digital products and design. He was a key player in incubating and leading the digital product design at BCG for ZEISS Ventures' Opteyes eyewear e-commerce startup, recognized by FastCompany as one of the "Most Innovative 50 Companies in China 2020."

    His previous roles also include Design Director at iTutorGroup (vipJr & TutorABC), and Design Lead at GTB (a WPP company). His extensive background and expertise in various domains contribute to his ability to deliver exceptional digital product and design solutions.

  • Michelle Jiang

    Business & Brand Strategy / Operation

    Michelle was the Managing Director at Saatchi & Saatchi Beijing, where she made significant contributions to business development, client management, and strategic planning. With extensive experience spanning various industries such as food and beverages, cosmetics, consumer electronics, pharmaceuticals, hospitality, and FMCGs, she possesses a diverse skill set. Michelle excelled in her role overseeing the American imported consumer goods market in China. She also successfully managed a new energy vehicle brand in the Chinese market.

  • Sabine Lin

    Business Strategy / M&A

    Sabine, the founding partner of Xiri Attorneys, brings extensive expertise in advising on domestic and cross-border transactions, encompassing mergers and acquisitions, joint ventures, and private equity fund investments in Taiwan.

    Having previously worked at Baker McKenzie, the world's largest law firm, Sabine has counseled on notable M&A deals involving prominent brands such as China Trust, Yuen Foong Yu, DBS, GE, and MetLife. Her experience and track record position her as a trusted legal advisor in complex transactions and corporate matters.