Who’s bought the T-shirt? From toilet cleaners to TV programmes and high fashion to pharmaceuticals we’ve explored almost everything, everywhere.
Ethnographic Research – The Chinese Opportunity
When Johnson & Johnson wanted to launch Nicorette into the potentially lucrative Chinese market they challenged us to investigate how and why people smoked in China and what would motivate them to stop.
Through contextual and ethnographic research, we conducted observational, in depth interviews across a number of provinces including Shanghai and Beijing as well as deep contextual research to create a launch strategy which was used to brief global and local teams.