The one-child policy in China unavoidably causes parents to spoil their “Little Emperor” by buying the best or the most expensive things for their one hope of the future to become mainstream in China. There co-exists a large amount of imported and local brands, therefore forcing consumers to be faced with too many choices in products and brands.

Specific Products & Services

1. Milk powder
2. Baby clothing
3. Cartoon characters
4. Child care services

Areas of Investigation

1. Mother typology segmentation
2. Product concept test
3. Brand imagery exploration
4. Brand performance tracking 
5. Usage & Attitude research
6. Pre-test of ads
7. Product placement test
8. Packaging test
9. Study of lifestyle, values and attitudes

Research Systems plus Proprietary Techniques

• Maintain an always-heated participation atmosphere
• Use “Mother” moderators to make mothers and children feel at ease
• Use the collage projective technique or other stimuli to study brand imagery and reveal motivation
• Use Video ethnography to feel the mother/child’s concerns and aspirations
• Pay attention to interactions between mothers and children in the decision-making process