ONLINE Market Research

Market research is essential to online marketing

Market research is about gathering, analyzing, and interpreting information. It helps brands make educated decisions and it is a vital element when developing a marketing strategy. When done correctly it can help to enlighten your marketing activities such as understanding the need of your target audience, helping to understand what key messages you should convey and how to convey them.

Brands should always be learning about the business environment, customers, and their needs and preferences. The Chinese industry environment is changing fast so it’s important to make sure you are researching it and understand what factors are changing that could impact marketing plans.

Below are some considerations for undertaking market research in China:

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Chinese consumers are usually quiet and sensitive

Chinese consumers do not articulate strong preferences.

Chinese consumers are different in the North and the South.

Surveys are always the best option to collect information among Chinese respondents.

Online Market Research Service Comms8 Offers

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Consumer insights

Consumer insights are real responses from customers. They are gathered from data on human behaviors and perceptions. Businesses then can use these insights to identify the needs of their target audience, how and why they carry out certain commercial actions. It helps brands to create the right message for the right audience for mutual benefit, placing it where it will cut through.

Gaining insights into today’s Chinese consumers is relatively difficult. The market’s size, complexity, and constant evolution present major barriers to understanding the Chinese consumer’s insights. If you want to expand your business into the Chinese market, you should definitely have an in-depth insight into Chinese consumer behavior. With Comms8's native-speaking team in China, we help you understand the Chinese audience in a localized tone and manner.

Competitive Analysis

Competitive analysis is a way of identifying competitors, understanding their strategies to determine strengths and weaknesses relative to your brand. Knowing competitors will help you figure out what your value proposition or competitive edge is.

At Comms8, the first step of an effective competitive analysis is to identify different competitors such as direct competitors, indirect competitors, and tertiary competitors. Also, we use data-driven methods to help you to get an overview of competitors including size, reach, activities, and personnel. Other key elements of our competitor’s analysis also involve pricing, website content analysis, and social media platform performance.

Qualitative and quantitative research

Quantitative research is numbers-based and the results are measurable. Examples of tools include questionnaires, surveys, and polls. Questionnaires and surveys collect data in an unbiased way and the result can be used to apply inferences to a broader population when a large enough pool of responses is gathered.

Qualitative research is used to collect information about a target audience to inform overall marketing strategy, pulling from visual, textual, and auditory data. Open-ended survey questions and focus groups are common forms of our qualitative research. At Comms8, our qualitative research can help brands drill down to uncover deeper insights by discussing specific experiences, and understand data points and observations in context.

As a award-winning Chinese marketing agency, Comms8 provides both qualitative and quantitative research depending on your need. Our effective research will be the important first step for you to understand your target market.

Comms8 connects deep insights from local business needs and consumers united by a global team. We focus on the real problems and gather the right data from every possible source – from display advertising to loyalty programs, mobile engagement, and social media – we ensure the data gives you the consumer insights you need.

Market Research Case Study

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Genshin Impact Global Activation

Genshin Impact is an RPG open-world game developed by Asia developer Mihoyo. with 65m+ active players.
As part of its 2nd Anniversary Global Celebration 2022, Comms8 was tasked to bring the game to life in the UK.

The game download achieved 11-20% growth in the UK after the campaign period, and the campaign drove over 73.2m of impressions. We position Genshin Impact at the heart of GenZ, and enjoy music, create content and connect in the real world together.

Seasons of China

“Seasons of China” is a Chinese documentary series featuring 24 Solar Terms produced by the China Xinhua Network Corporation (CNC) - twenty-four periods in traditional Chinese lunisolar calendars that matches a particular astronomical event or signifies some natural phenomenon.

ABRSM

The Associated Board of the Royal Schools of Music (ABRSM) is one of the world’s leading music examination boards. Established in the UK, the organisation would like to expand their presence into the China market. Comms8 was entrusted to raise brand awareness through social media.