Why Cultural Insight Is Important For Research
June 17 @ 11:00 am - 12:00 pm
This webinar is generously sponsored by MIS Group
This webinar will be presented by ICG member Felicia Schwartz, China Insight.
It will explore the crossover between two areas Felicia is active in – cultural insights and market research. Although we often use market research to uncover cultural insight it is interesting to explore whether we shouldn’t integrate culture into the design of research from inception on. Felicia routinely come across briefs that make assumptions or ask questions that are not culturally right for my region (greater China) or that miss cultural nuance when pulling together the analysis.
Although her examples will all be taken from China, she hopes others will share other cultural examples so that everyone can think together about integrating cultural nuance into our research projects and about how to make clients more alive to this topic.
Felicia has pursued an international career in branding working for global communication agencies Ogilvy and Dentsu. Her work took her from France to China, where she spent close to 14 years and specialized in strategic planning and consumer insights.
Currently based in between Beijing and London, Felicia is the founder of Chinainsight.co.uk an insight consultancy that helps brands and companies understand the Chinese consumer through cultural insight research and maximize their product positioning, product innovation and communication for the Chinese market. She has experience across a number of sectors such as automobile, beauty fast moving consumer goods, luxury and retail.
Felicia is a graduate with Dean’s list merits, from Duke University in North Carolina, USA. She obtained her Master’s degree from Sciences Po, the prestigious Institute of Political Science in Paris, France.
She speaks fluent German, English, French and Mandarin Chinese.
Recent Published articles:
BEAUTY TRENDS AMONGST CHINA’S GENZ
Publication date : MAY 2021 published by : Canvas8
China’s GenZ are the cohort leading trends in beauty post Covid. They are curious, novelty driven and conscientious consumers. How will they shape the beauty sector?
CHINESE HOMES POST COVID
Publication date : DEC 2020 published by : Canvas8
How has the Covid crisis shaped preferences in terms of living ?