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505 Northern Blvd. Great Neck, NY WAC Survey in Asia FEBRUARY 2008
Page 2 Copyright© 2007 WAC Survey. All rights reserved WAC Survey can conduct studies globally. WAC Survey has conducted research studies in Asia since 2002: China Japan Taiwan So. Korea VietNam Philippines Hong Kong Malaysia Singapore Thailand Indonesia India Australia New Zealand WAC Survey: Experience Globally and in Asia
Page 3 Copyright© 2007 WAC Survey. All rights reserved Both Consumer and B2B Data Collection Full translation Services, from English to Cantonese, Chinese, then back to English Electronic web-based (CAPI, CATI) and pencil - paper Provide output in Excel ASCII SPSS SQL Quantum WAC Survey: What We Can Deliver
Page 4 Copyright© 2007 WAC Survey. All rights reserved Consumer: Face-to-face and telephone communication are equally important when connecting with Chinese consumers. However, with slower internet speeds, the adoption of web-based interviewing tools is not practical or cost efficient at this point in time: 1.Street intercept interviews: –so much Chinese life is lived on the streets that street intercept interviews continue to be the core method of quantitative consumer research in China. We find this method highly effective when conducting high incidence, large sample general consumer studies. 2.Central location tests (CLT): for longer surveys and lower incidence populations, we use of the many central location facilities around China. This approach is extremely effective in reaching children, families and teens to conduct in-person interviews. Data Collection Options Fit Particular Cultural Context
Page 5 Copyright© 2007 WAC Survey. All rights reserved Consumer: Face-to-face and telephone communication are equally important when connecting with Chinese consumers. However, with slower internet speeds, the adoption of web-based interviewing tools is not practical or cost efficient at this point in time: 3.Telephone interviews: for shorter surveys, this is a cost-effective way to interview consumers, as we have access to: a large telephone number database, a system that can automatically create telephone numbers, enabling us to reach many consumers in a large range. 4.Consumer online surveys: –we anticipate online research to develop and strengthen in China as a key research method, and we have access to over 20 million Chinese consumers that are available for online surveys. 5.Mobile phone surveys: WAC Survey will soon be able to conduct surveys in China based upon mobile phone platforms. We anticipate these services will improve with access to faster mobile data networks. Data Collection Options Fit Particular Cultural Context (cont.)
Page 6 Copyright© 2007 WAC Survey. All rights reserved Consumer: Face-to-face and telephone communication are equally important when connecting with Chinese consumers. However, with slower internet speeds, the adoption of web-based interviewing tools is not practical or cost efficient at this point in time: 6.Door-to-door interviewing: –door-to-door as a method of gathering data is less preferable to consumers and researchers alike, due to concerns about privacy. Also, there is evidence that the lack of response from consumers leads to unrepresentative data. Data Collection Options Fit Particular Cultural Context (cont.)
Page 7 Copyright© 2007 WAC Survey. All rights reserved B2B: Data collection among respondents like doctors, health professionals and C-level management: 1.Face-to-face interviews: –in central location facilities –professionals pre-recruited by telephone then interviewed in person. In contrast to Western professionals, this is the preferred approach, as many Chinese executives arent comfortable with interviews at their place of work 2.Telephone interviews: China is a geographically dispersed country and, with professionals schedules ever more hurried, executive telephone interviewing is a growing alternative to face to face. CATi and CAPi are used as subsidiary tools of telephone interviews. For example, with large sample sizes and tight timelines, we adopt web CATi to integrate all fieldwork sources, then many interviewers can work on the same web questionnaire, enhancing the speed and accuracy of data collection. Data Collection Options Fit Particular Cultural Context (cont.)
Page 8 Copyright© 2007 WAC Survey. All rights reserved B2B: Data collection among respondents like doctors, health professionals and C-level management: 3.Web-conference interviews: Adobe Acrobat® Connect Professional used for web conferencing and online collaboration to enable virtual face-to-face interviews. This allows interviews to be completed more efficiently with geographically dispersed respondents. The wow-factor of the technology encourages participation from hard to motivate participants. Respondents can see and hear ads and new product concepts so we can record more realistic reactions, and our interviewers can get a facial reaction. This is a great interview option for technology-focused target markets like IT and medical science. 4.Telephone interviews: China is a geographically dispersed country and, with professionals schedules ever more hurried, executive telephone interviewing is a growing alternative to face to face. CATi and CAPi are used as subsidiary tools of telephone interviews. For example, with large sample sizes and tight timelines, we adopt web CATi to integrate all fieldwork sources, then many interviewers can work on the same web questionnaire, enhancing the speed and accuracy of data collection. Data Collection Options Fit Particular Cultural Context (cont.)
Page 9 Copyright© 2007 WAC Survey. All rights reserved B2B: Data collection among respondents like doctors, health professionals and C-level management: 5.Online surveys: Online business respondents are pre-recruited or drawn from the growing number of B2B business and professional databases Data Collection Options Fit Particular Cultural Context (cont.)
Page 10 Copyright© 2007 WAC Survey. All rights reserved Tier 1: Beijing Shanghai Guangzhou Hong Kong Tier 2: Tianjin Chongqing Harbin Changchun Shenyang Hainan For Online Studies, WAC Survey Delivers Coverage Across Tier 1 and Tier 2 Chinese Cities 50% of all Internet users in China 30% of all Internet users in China
Page 11 Copyright© 2007 WAC Survey. All rights reserved Θ Ethnographic research: speaking with and observing participants in person, at home, shopping, out with friends, or at work. Θ Experiential groups: observing and interviewing individuals or groups in contrasting retail environments, recording and discussing their activities, and sometimes bringing people back to the purchase environment. Θ Blogs: we use blogs to complement the interview process, which enables participants to document their true feelings and behaviors. Θ Online forums: enable individual and group discussions between people who are dispersed by geography or time. Θ Video conferencing and collaboration: using video conferencing we can share visual stimulus and view peoples reactions to what they see. Θ Surveillance research: hidden cameras can provide intimate pictures of peoples worlds, either at work, at home or shopping. Θ Consumer reporters: photo and video diaries allow consumers to document their lives for us, and tell us more about their world. Θ Text and instant messaging: to capture peoples self-expression, we adopt ways that certain groups and individuals communicate with each other, for instance, via text and instant messaging. This gives us an efficient, authentic and spontaneous picture of our consumers. WAC Survey Qualitative Capabilities in China
Page 12 Copyright© 2007 WAC Survey. All rights reserved For a financial services/products company: a study of Chinese reactions to various life and health insurance products For a paper handling services company: a study of corporate decision-makers attitudes and behavior relative to scanning, shredding, photocopying and storage For a manufacturer of prepared baked goods: product placement/usage of a new product with multiple post-usage phone callback sales waves For a manufacturer of wireless phones: testing of a new line of cell phones For a worldwide energy company: a multi-wave consumer image and attitude tracking study. For a world-wide weight loss organization: evaluating feasibility of market entry into key Tier 1 and 2 markets For a producer of cordials and liquors: continuous advertising and product testing for several recently introduced products For a major consulting company: new product ideation and optimization surveys using conjoint analysis Recent Projects
Page 13 Copyright© 2007 WAC Survey. All rights reserved Austin Nichols Avaya Campbells Kelloggs McKinsey and Co. New York Life Nokia Pillsbury Ricoh Shell Energy SHRM Verizon Biz Weight-Watchers Clients Served in China
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