Founding
of the area of activity dedicated to China |
A
specialized area :
The best qualitative studies in China
|
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| China : |
 |
| • |
A
fast-changing society and marketplace which urge to
adapt the strategies and products.
|
| • |
A marketplace
where brands have reached a stage of assessment and
rationalization of strategies, where repeated failures
and stagnations must be explained… as well as
success for how to structure the positioning. |
| • |
Un grand éloignement
culturel, une culture complexe, difficile à cerner. |
 |
Ceci implique
des études stratégiques à dimension
culturelle et anthropologique et de haute qualité.
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|
To understand this market and help guide you in your decision
making, Sorgem is endowed with a Franco-Chinese structure
:
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| • |
An
experimented French clientele director. Knowledge of Chinese
culture, expertise in studies in China |
| • |
Two Chinese
researchers, trained in Sorgem methodologies |
| • |
Sorgem’s
experience abroad |
| • |
A network
of reliable partners who ensure high quality recruitment and
logistics |
| • |
Chinese
interviewers and moderators trained to Sorgem’s methods |
| • |
A network
of experts. |
|
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A
system of ‘double analysis’ : |
| • |
Crossed
points-of views of French and Chinese analysts with a deep
understanding of the Chinese market and culture |
| • |
Sorgem provides
an ethnographic outlook, the know-how of studies and pertinence
in its recommendations. |
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Techniques
applied : |
| • |
Semiotic
analysis of objects and communication tools |
| • |
Projective
groups, in-depth at-home interviews
|
| • |
Anthropological
techniques : family interviews, a day with consumers, accompaniment
with the shopper, maintenance of the logbook, written and
illustrated diaries, etc. |
| • |
Expert interviews
(architects, department heads in-store, owners of beauty salons,
doctors, etc.) |
| • |
On-line
forums and groups. |
|
|
Types
of studies : |
| • |
Tests of
names, of packaging, of communication tools, clinic tests |
| • |
Adapting
the brand’s values to those of the Chinese marketplace |
| • |
Terms of
reference of names |
| • |
|
| • |
Innovation
studies |
| • |
Knowledge
of target groups |
| • |
Studies
on specific issues, for example: sociality (nighttime, work,
group of friends, etc), success, our vision of the future. |
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| The
Chinese structure conducts studies and puts at your disposal
the entirety of Sorgem: a team, an organization and a database
on Chinese society. |
