Academy of Art Research Talk

learning to speak the same language

GLOBAL AD RESEARCH with a bit on CHINA

Academy of Art Presentation 09.28.12

he who asks is a fool for five minutes. he who does not ask is a fool forever.“

-chinese proverb

HELLO.

HELLO.

HELLO.

X

WHY DO WE RESEARCH?

consumers:

-are irrational

-don’t understand their purchase decisions

- prone to flighty influence

CORRECT.

SO....

WHY DO WE RESEARCH?

To understand:

The right language

The right languagethat convinces the right people

To understand:

The right languagethat convinces the right peoplethey’re making the right choice.

To understand:

a quick history.

Video 1.

http://www.youtube.com/watch?v=OmUzwRCyTSo&feature=related

Video 2.

http://www.youtube.com/watch?v=OmUzwRCyTSo&feature=related

DISCUSS.

Global research

Global research

good

Uncover opportunities not seen by others

Holistic brand voice

Efficient use of resources(your clients money)

Travel

Global research

good meh

Uncover opportunities not seen by others

Holistic brand voice Creative dilution

Transcreation

TravelEfficient use of resources

Travel

a good national ad

https://vimeo.com/19885567

a Global ad

http://youtu.be/MlMV2owgS0c

a Good global ad

http://youtu.be/NScs_qX2Okk

a good national ad

http://youtu.be/jOkgmY9ircc

a good global ad

http://youtu.be/VJ9fi3UkNbg

Take Aways

National Global

Universal

Human

Colloquial

Niche/Insider

BRIC MARKETS

10 YearsPoverty& politics

Brazil

Indiarussia

china

Global creditor status

Oil & Telecom Giant

Tech Innovation Hub

2nd Largest Economy

rise of the global middle class

china

is kinda weird

focus grouping in China:-What they mean not what they say.

-Groupthink

-Not in the present

Testing in china:-Translation means everything

-Alternatives sometimes difficult

Cultural nuances:

-One child policy

-Sports/Activities

-Shanzai

Luxury:

-non-blondes in Louboutins

-Av 30% of income spent on luxury goods

Questions?

thanksChris callahan

chris_callahan@gspsf.com

@Callhoun