Our thinking
PUBLISHED RESEARCH
We invest a significant amount of time and resources to uncover new insights and shed light on the big questions in communications.
Our research projects range from broad based, global studies to highly-specific local experiments.
Here are some examples of research conducted by MindShare China to provide better understanding of the Chinese media market
GOOGLE & the destruction of the media agency
Bharadwaj Ramesh, National Tactical Planning Director MindShare China, explained in this research the impact of Google in the media business.
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ROI: a passing fad or an enduring trend?
Alex Ruffle, Mindshare ATG China Director, shows how careful analysis can measure the return on marketing, even in China's complex markets...
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Consumer in the Real China
Most research and syndicated data in China focuses on the top 20-30 cities. As competition in these markets heats up, the focus has necessarily shifted to the lower tier. The strong purchasing power in low tier markets has become the engine for market expansion. MindShare Insights Team tells you more about the Consumer in Real China.
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China at a glance: The market, the people and media
China is one of the most complex and dynamic among the BRICs and other important global markets. It's continuing double digit GDP growth is accompanied by a transformation in its socio-economic fabric and media scenario.
As in the case of the economy, the 1.3 billion Chinese population is rich mix of different cultures, attitudes and lifestyles: all impacting on media and communications effectiveness.
Traditional media such as television and print remain very powerful in China but as in many countries their dominance is being eroded by the rise of the internet, mobile technology and innovative LCD and other outdoor formats.
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Music never ends
Music, wherever and whenever, is an important part of our lives.
Music is now more and more becoming a channel for brands to communicate with consumers. Looking back to 2005, there was increasing emphasis on this area for many advertisers in various formats - music charts, music concert and miscellaneous music programs including the hugely successful "Super Girl".
These events attracted millions of viewers and also attracted billions of money.
How to spend money to do a music sponsorship? This Insights study focuses on answering these questions.
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Online gaming as a new media channel
Online gaming similarly to other markets is a fast growing phenomenon in China. As the technology and familiarity with this platform matures, online gaming is a more mainstream recreational activity. MindShare Insights looked at the potential for this platform and it's potential for advertising in China in "Online gaming as a new media channel", For facts and analysis of online gaming development and community in China...
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Digital influence impact in China
China is currently the worlds 3rd largest advertising and media market with a diverse and vibrant broadcast media industry. Television reaches more than 90% of Chinese consumers making it the dominant medium for advertisers. With multiple channels that reach out to specific provinces and cities, along with national channels, China is one of the world's largest and most complex television audience measurement spaces. More then 21000 panel households are monitored.[1]* However a revolution is transforming the landscape and creating new challenges in an already complex arena: the rise of Digital TV (DTV). Insights has put together a brief look at DTV; its effect on the TAM research landscape; and the challenges to advertisers and research teams in the future.
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In with the mob... the power of word of mouth
As marketers around the world constantly challenge their advertising and media partners to find new and more effective ways to communicate with their consumers, influence decision making processes and create favourable impressions about their brands, we fail to recognize the importance of a simple yet highly effective tool which we have close at hand, our own loyal and delighted consumers. Positive word of mouth shared by real consumers with prospects or other consumers can prove to be...
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M-Pulse, personality of Brand and Celebrity
From the 'Twins, to Jay Zhou, to Liu Xiang, the use of personality to market products and services is very much part of the advertising landscape in China. However, which personalities appeal to which consumers and why are key questions that need to be addressed when considering this option. M-Pulse investigates and informs our Clients about who is in and why and suggests how stars might be aligned to your brand development...
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